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Toronto Is Capable of Handling Two Superstars

Tyler McComas

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It’s currently a pretty special time in Toronto for sports radio. The Maple Leafs have the best record in the NHL and the NBA season is underway, with, quite possibly, the biggest superstar the Raptors have had since Vince Carter. Stations such as Sportsnet 590 The Fan are sure to enjoy the payoff, as the excitement in the city will more than likely reflect the ratings for the next several months. 

This is a dream situation for Dave Cadeau, the program director for 590 The Fan. The man who once held a psychology degree out of college, knows the importance of capturing the excitement of the fans over the airwaves on a daily basis. Both the Maple Leafs and Raptors have a realistic chance to be in a Finals series, come seasons end, which would surely turn the city of Toronto into a frenzy come next June. 

Image result for dave cadeau 590

Though the expectations are high for both teams, there seems to be a different level of connect from the fans between the two teams. For instance, hockey is always going to be the biggest sport in Toronto. That means the Maple Leafs are more likely to receive the greater amount of coverage. But on its roster, the Leafs have two players who were born in Toronto, five others who grew up in Ontario, and several others scattered throughout Canada.

There’s also a familiarity and appreciation for the players, seeing as the fans probably knew the names of most of the players, way before they donned a Maple Leafs sweater for the first time. That includes a player such as John Tavares, who signed a 7-year $77 million deal in the offseason. The former No. 1 overall selection in the 2009 NHL draft is now playing for the team he grew up cheering for. The fans loved him before he ever stepped foot on the ice. And most importantly, he loves them back.

The Raptors on the other hand, have just one Canadian born player. Their big offseason acquisition also provided the opposite feel of Tavares coming home to join the Leafs. Kawhi Leonard has previously expressed his desire to play in Los Angeles. When Leonard was, instead, shipped to Toronto, the frustration on his face and in his voice was clearly visible. 

Image result for kawhi raptors press conference

So, on one hand, the Maple Leafs and Raptors did their due diligence to land big offseason pieces. However, one seems to have always wanted to be here, and the other seems to be counting the days until the end of the regular season. It’s an odd situation, but one that all Toronto sports fans will likely have a strong opinion on. 

Cadeau knows the landscape of Toronto and what works in sports radio. His station at 590 The Fan could probably survive and still have high ratings if they dedicated every single minute to covering the Maple Leafs, but there’s still a draw in the city for the Raptors and the NBA. Especially considering the franchise has enjoyed recent success and has built, quite possibly, the best roster it’s ever had. Sometimes, there can be so many big stories happening in a city that it’s tough to balance them out and give each their due diligence. 

Cadeau highlights just what works in Toronto sports radio, as well as balancing two athletes with two totally different mentalities. 

TM: Just how much more popular are the Maple Leafs compared to the others sports teams in town (Raptors, Blue Jays, etc.)?

DC: I would say that it’s all about hockey and baseball in Toronto, and basketball. When it comes to football, I think the NFL is bigger than the Argonauts.

The Argonauts are definitely a legacy sport and they have a long tradition with a fan base, but it’s a very competitive market. If you look it, the last two championships that have been won in the city are by the Argonauts and Toronto FC. In the seasons that have followed, they haven’t been major players on the sports landscape radar. In part, because their performance in the following season hasn’t been tremendous.

But to answer your question directly, the Leafs are absolutely big in Toronto. We went through a period, a few years ago, where they had surprisingly become somewhat irrelevant, just because they were in this mode of where the roster only consisted of a couple players on the roster that you hoped were long-term players with the franchise. Most of the players were either playing out contracts or hoping to be traded at the deadline. With Mike Babcock coming in and Auston Matthews being drafted to the team and other excellent young players joining, such as John Tavares, the team is absolutely at the top of the pile. They’re miles above the other teams in the city. When you say that, the Raptors have, quite arguably, the best roster in the entire history of the team. They’re going to be a big deal this year, but the Leafs will tower over them. 

TM: There’s a fascinating dynamic with two superstars in Toronto this year. For the Leafs, John Tavares is a local kid that’s always wanted to play for the team. He loves the city and it loves him. However, the Raptors have Kawhi Leonard and it seems like he doesn’t want to be in Toronto at all. How have listeners received two guys that are stars, but seem to have complete interest or disinterest in Toronto?

DC: I think Raptors fans have typically had players on the roster they assume or feel, rightly or wrongly, that the players don’t want to really be here. You get a lot of players that come through the city and come to love it when they’re here, but Toronto has challenges in that league. It’s the only team where, every time you go on the road, you’re going through customs. That’s a challenge.

Many years ago, we had Antonio Davis here who was a celebrated player on a team that was built to win. When he grew tired of being here, he was saying things like, well, it’s difficult having my children learn the metric system. I mean, c’mon, that’s pretty weak. Or when Vince Carter said he couldn’t find any good soul food in Toronto, even though it’s one of the most diverse cities in North America with a huge Caribbean festival. It’s just one of those things where players tend to lay down excuses. We had an athlete in town a few years back that was upset because he couldn’t watch as much college football as he wanted. We look at these athletes and think, since they make so much money, they can find their comforts, but sometimes there’s just things you need.

Kawhi Leonard is an enigma. I don’t claim to know anything about him on a personal level. I sure hope he can come in and perform like a star and whatever he’s going to do next year is whatever he’s going to do next year. I think the fan base, when it comes to the Raptors, they want the players to come in and love the city, because that’s a personal thing. It feels amplified, because the vast majority of the players in the NBA aren’t from Canada. It makes it very different from hockey. The fan base kind of always feel like its hosting. 

TM: So all the teams the Raptors are playing are inside the United States. Same for the Blue Jays, seeing as the rest of the AL East is in the northeast. Do your listener’s interest in sports teams extend into the U.S. since that’s who the teams in the cities are competing with? Or do they want to keep it local to Canadian sports?

DC: So when you look at our three markets, Vancouver is hyper-local, Calgary is hyper-local and Toronto is very local, but also there’s also a lot of people living in Toronto that aren’t from here. So, there’s of a demand for sports talk that ranges outside of Toronto. I think the best example of that would be the NFL.

We don’t have a team in Toronto, but we carry the Buffalo Bills’ games. They actually used to have an agreement where they played a home game every season in Toronto. The challenge they ran in to, and it’s only two hours away, but they’d play the Steelers and the place would be half full of Pittsburgh fans. It’d be the same with the Cowboys. All of those big NFL teams that have a legacy, also have a lot of fans in Toronto, and the Bills never got any kind of home field advantage. When it comes to the NFL, our audience really has a numerous amount of teams they want to know about.

Image result for buffalo bills toronto

But we do talk about the NHL in a national sense with a Toronto bent. We will talk a lot this year about the Tampa Bay Lightning and the Boston Bruins, because we expect them to be the beasts in the east. There’s a huge rivalry with both the Buffalo Sabres and the Montreal. Montreal because of pure legacy, Buffalo because of proximity and Ottawa because of the history in the early 2000’s. Like any other sports radio format, we focus local in Toronto but we also branch out quite a bit. 

TM: Like we discussed, the Leafs are often the biggest story in town. But is there room for a clear No. 2? For instance, the Raptors have a great year and Kawhi decides to stay, is it possible they could be the clear second option in town?

DC: Of course so, there’s a lot of room. The Blue Jays even took the spotlight for a short period of time during 2015 and 2016. The Blue Jays are likely to remain at No. 2 for some time, partly because of legacy. We’ve had the Raptors for 20 years, but we’ve had the Blue Jays for 40 years. Right there, the fan base just has more depth for baseball. Plus, they’re different sports on the radio.

If you’re talking to me about broadcast audience of the actual games, baseball is just a different animal when it comes to radio, it was just built for it. The other things about the Blue Jays and the Raptors is that they’re seasonal and offsetting with each other. We will talk about the Maple Leafs all year long. We’ll talk about the Blue Jays, deeply during the season, and the Raptors, deeply during the season. But we need notable storylines to talk about them in the offseason. One of the real beauties about being in the city, is that we have so many teams to talk about. We’re not in a situation, like Montreal, where there’s only one local team that everyone cares about. 

TM: In terms of most influential athletes in Toronto history, could John Tavares make a run at that? If he does, what is the payoff for your station going to look like? 

DC: Well, I’m not going to sit here and tell you he can’t be. The potential is there, being from the city and choosing the city in a sport that always has superstars moving. He’s very engaging and aware as an athlete with the fan base. The potential is there and he’s a superstar in his prime on a team that’s a contender. Everything is there for that to happen.

As far as the payoff on sports radio, sure. There’s huge potential, but what you really need to do is look at this roster, it’s loaded with young and exciting talent. John Tavares added so much more momentum to the excitement about the Leafs, but Auston Matthews is really lighting it up to start the season.

Image result for auston matthews john tavares

What’s been amazing about this team, is that a decade ago, the argument was that there was too much pressure for Toronto raised kids to come back and play for the Leafs. So rarely do you see that happen and now this team is loaded with local kids. It’s amazing and they’re really important players on the roster. What will John Tavares’ impact be on sports radio? Well, it’ll be big, but it’ll also be a big part of something that’s amidst. I wouldn’t peg it all on him, you look down the roster and it’s what this entire team can do for sports radio that’s exciting. 

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NBA Basketball Media Continues to Pile On The Boston Celtics

These Celtics have yet to win a ring and that is on them, but the media criticism levied against them has been inane.

John Molori

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Logo for the Boston Celtics and screengrabs from ESPN
Screengrabs from ESPN's First Take and Get Up

They are the most unfairly criticized team in the NBA, a team that cruised to 64 victories and earned the number one seed in a very tough Eastern Conference. They have taken two NBA playoff series in five games respectively and lead the Eastern Conference Finals 2-0 versus Indiana.

I speak of the Boston Celtics, and despite these sterling facts, their two superstars, Jayson Tatum and Jaylen Brown and the team as a whole, continue to garner criticism from the roundball media.

These “experts” say that the Celtics cannot be trusted and that they have not played to their potential. The Celtics have been to the Eastern Conference Finals six times since 2017 and made it to the NBA Finals in 2022, losing to the Golden State Warriors, but to listen to the basketball cognoscenti, you would think they are a bunch of green-clad slugs.

I get it, the Tatum-Brown Celtics have yet to win an NBA Championship, and I agree that if they don’t win it all this year, it will be a failed season for sure. After Boston defeated Cleveland in the Eastern semifinals, TNT analyst Draymond Green stated that no one cares that the Celtics once again made it to the conference finals. He is 100% correct, but that does not mean that the Celtics are utter garbage.

It’s really hard to win an NBA playoff series in five games. The Celtics have already done that twice in these playoffs, but instead of giving the Celtics credit for taking care of business, many commentators have denigrated them for how they are winning and the teams they have faced or did not have to face.

Joel Embiid was hurt. Giannis Antetokounmpo was hurt. The Knicks were banged up and the Cavs lost Donovan Mitchell. Well, too bad. Injuries are a part of the game. Are we forgetting the Celtics have been crushing playoff series without Kristaps Porzingis? When the Celtics get attention from the national media spotlight, it is usually with an air of disappointment and disgust. I’m wondering why.

ESPN and FS1 give endless attention, hope, positivity, and forward-thinking to the Los Angeles Lakers. Simply put, the Lakers are a mediocre to decent basketball team at best. They were dumped in the first round of the playoffs and if not for their history, LeBron James, and the city in which they play, they wouldn’t even be in the discussion. They are the New Orleans Pelicans with Snoop Dogg at courtside.

Still, the Lakers remain in the A block on many network hoops shows. Do you want to talk about a lack of trust, disappointment, and not reaching potential? How about the defending champion Denver Nuggets?

Yes, they have a two-time MVP in Nikola Jokic, but what about his team this year? They fell to a bunch of playoff neophytes called the Minnesota Timberwolves, losing Game 7 at home. Meanwhile, the Celtics took out an always tough Miami Heat team and a highly competitive Cavaliers team, 5 games each. All these Celtics do is win. Does it matter if the wins are pretty? Since when is that the media litmus test?

In a recap of Game 1 of the Eastern finals, a thrilling 133-128 overtime win for Boston, ESPN’s Tim Bontemps said that the Celtics almost “coughed up” another game at home. He went on to say that all the Pacers had to do was inbound the ball and hit a free-throw, and they would have won. Fine Tim, but guess what? They didn’t get it done and the Celtics did. Mistakes and capitalizing on mistakes are a big part of basketball.

Bontemps went on to say that if the Celtics don’t win Game 2 vs. Indiana, the Game 1 win will not matter. This is quite possibly the most foolhardy statement uttered in this year’s NBA playoffs. When four games win a series, every win matters. I understand that the Celtics lost Game 2 at home in their first two series, but so what? They righted the ship and swept both series the rest of the way.

During Game 1 against the Pacers, the Celtics jumped out to an early double-digit lead, but Indy came back to tie the game as good NBA playoff teams are known to do. ESPN’s Lisa Salters asked Boston guard Jrue Holiday how the Celtics lost the early lead. Holiday calmly replied that the Pacers are an NBA team as well. Exactly.

At the end of Game 1, after Boston stormed back in regulation and dominated the OT, ESPN play by play announcer Mike Breen said that the Celtics “survived” Game 1. It was an interesting choice of words that underlined the unfair criticism of Boston.

Coming back in a game, hitting big shots, and winning when it matters is not surviving. It is stepping up, closing the door, and being clutch. Breen is probably unfamiliar with these words because he’s been hanging around the Knicks too long.

On the May 21 edition of ESPN’s First Take, the talented and eloquent Andraya Carter questioned whether the Celtics can be trusted pinpointing Jayson Tatum in the conversation. Austin Rivers vehemently disagreed and the two engaged in a lively debate. The morning after the Celtics won Game 1 vs. the Pacers, ESPN’s Get Up crew still dogged them.

The eminent host Mike Greenberg asked the panel how Jaylen Brown could get open for the “easiest” three-point shot of the game to tie the game with just seconds left in regulation.

If you watch video of the shot, however, it was hardly easy. Brown was in the far corner with the 6-10 Pascal Siakam in his face and the Indiana bench just a couple of feet away most likely yelling Dicemanesque obscenities his way. These are the types of unmerited insults tossed at the Celtics. Brown hits an amazing shot with everything on the line and it is somehow considered the easiest shot of the game. Really?

Much of the rancor toward the Celtics is based on their stacked roster and the perceived lack of talent in their opponents, but let me get all historical on you for a minute. The nearly unanimously coronated greatest player in the history of the game, Michael Jordan, did not play all-time great teams in winning his six NBA Championship series.

In 1991, it was an old Lakers team. In 1992, it was the utterly forgettable Portland Trailblazers. In 1993, it was an aging Phoenix Suns team with Charles Barkley trying to get a

ring. In 1996, it was a good, but not great Seattle Sonics club, and in 1997 and 1998, it was the Utah Jazz. I’ll give the Jazz Karl Malone and John Stockton, but the rest of the team did double duty in a men’s weeknight league at the Northern Utah YMCA.

In fact, a team’s competition is trivial. If you win, you win. It doesn’t matter who is on the opposite side of the court. The Celtics have yet to win a ring and that is on them, but the media criticism levied against them has been inane.

Even the legendary Michael Wilbon piled on saying that if the Knicks were completely healthy, he would have picked them to beat the Celtics. All due respect to Mr. Wilbon, but a fully healthy Knicks team still may not have beaten the Pacers, sharpshooting like Martin Riggs in Lethal Weapon.

On Get Up this past week, ESPN’s Alan Hahn said that Jayson Tatum is not in the same league as LeBron James. No kidding, Alan. LeBron James is the leading scorer in NBA history, a man who has defined the sport for two decades. Hahn doubled down however, stating that Tatum is not in the same league as Luka Doncic.

Doncic is an immensely skillful player, but that’s about it. His Mavericks are in the conference finals for only the second time in his career. He has taken his team absolutely nowhere. Doncic is the is the Josh Allen of the NBA. Super stats, but not a sniff of a conference championship to his credit. His name is Luca, and he lives on the second bill to Tatum.

On the May 22 edition of First Take, Stephen A. Smith noted that Jayson Tatum scored 12 points in the Game 1 overtime period, but also added that Tatum shot 2-10 in the fourth quarter and early in overtime.

Fair enough, but he then stated, “You’re looking for him, and he was nowhere to be found when it really counted.” Huh? So, it didn’t really count in overtime? Game 1 of the Eastern Conference finals between the Celtics and the Pacers was a tremendous NBA playoff game, one that should go down in history as a classic.

Instead, it became a springboard for continued unfounded Celtics trashing. Not every competitive NBA game is perfect. Teams make mistakes and miss shots. That’s basketball.

Game 2 saw the Celtics drub the Pacers 126-110 making them 10-2 in the playoffs with multiple trustworthy players delivering in the clutch. This series might end in 4 or 5 games, or could go 7, but to once again paraphrase Draymond Green, nobody cares as long as you win. Despite the baseless media negativity, that is exactly what the Celtics have been doing.

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Ken LaVicka Looks Ahead Following ESPN West Palm Exit

“The last thing I wanted to do was bus throw.”

Derek Futterman

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Ken LaVicka
Courtesy: ESPN West Palm

Although April Fool’s Day had recently taken place, the message Ken LaVicka was delivering on the air early in the month was hardly a joking matter. In an announcement that came as a shock to listeners and LaVicka himself, he revealed that he was leaving ESPN West Palm after 17 years with the outlet. For the last three years, he was the co-host of the popular LaVicka, Theo and Stone midday program, which provided local listeners with discussion and revelry surrounding sports in South Florida and in the United States as a whole.

While it was insinuated to LaVicka that there were financial reasons for the exit, the entire move left him uneasy and uncomfortable, suddenly finding himself out of regular hosting work and looking for a new job. After all, he had been appearing on the air for the Good Karma Brands-owned radio station since 2007, one year after he completed college at Valparaiso University. Over the years at the outlet, he augmented his standing through shifts as an update anchor and fill-in host to eventually being granted his own full-time hosting slot.

The audience within the West Palm Beach and Treasure Coast marketplace had become accustomed to his voice and opinions for more than a decade, making the move difficult for both parties involved. In fact, as LaVicka was divulging the news in the last 20 minutes of what was his final show on the station, he articulated that it was not only he and his partners losing the midday show, but those listeners that encompass the audience as well.

“It was ultimately a corporate decision,” LaVicka said. “It was definitely not mutual. I would prefer to still be at ESPN West Palm. I am unhappy that I’m not at ESPN West Palm, but hey, we’ve been in the business a long time. I’ve seen a lot of friends end up losing jobs over decisions that come from a much higher paygrade, and so I think that ultimately that’s what happened to me.”

When reflecting back on the circumstances that led to his departure from the station, LaVicka believes that he was seen as expendable. Outside of his hosting work, LaVicka is a play-by-play announcer for Florida Atlantic University and calls NWSL soccer matches on various digital platforms. Although LaVicka is appreciative of the company’s belief for him to find his footing again, he is crestfallen to be off the air but conducted himself with professionalism throughout his egress.

“The last thing I wanted to do was bus throw,” LaVicka said. “Was I disappointed? Absolutely. Was I bitter? For sure, and I still feel bitterness towards the situation that unfolded. But I also think that the positives of the opportunities afforded to me by Good Karma Brands for almost 20 years, and also at the end them trying to, while making a tough decision that was going to have an adverse effect on me, try and do it in the most professional and classy way possible that you could in that spot, it kind of allowed me this freedom.”

There exists a dichotomy between LaVicka’s time at ESPN West Palm ending and that of the midday program itself. Upon discovering that he would not be retained, he made this distinction and felt despondency towards having to leave his co-hosts Theo Dorsey and Stone Labanowitz. The broad age cohort on the program and varying perspectives on sports was an aspect that LaVicka believes engendered a unique offering on the air. LaVica has been at the station the longest among the trio, and his partners understood the importance of having the ability to say goodbye to the listeners through the platform.

LaVicka remembers starting at the outlet and describes the first office he worked out of as an “absolute closet,” but it proved to be a place where the business continued to flourish. Originally being from Chicago, Ill., he adjusted to living in southern Florida while also having an ability to focus on growing his career.

The perception that he had of sports talk radio when he was studying in college and participating in the student-run radio station differed from what he ultimately experienced working at ESPN West Palm. It was preceded by a year working at then-FOX Sports 100.5 FM in Madison, Wisc., also owned by Good Karma Brands. LaVicka accepted the role three days before he was supposed to move to Dickinson, N.D. to work as a sportswriter for The Dickinson Press, deciding to pursue his passion in radio.

Nearly two decades later, he evinces an ongoing, axiomatic shift pertaining to multimedia consumption and content creation. LaVicka believes it has become more difficult for terrestrial radio outlets to find businesses who want to associate with their work and delivery methods, although it is dependent on the marketplace. The apprehension he possesses in this regard, however, is in whether talented young people will be able to secure and subsequently capitalize off opportunities.

“Local radio will not die,” LaVicka prognosticated. “It’s still too much of a bonding entity for it to go away completely, but the expectations of how much money a local station can bring in just using traditional means as its way of bringing in income – there’s going to have to be some forward thinkers in that local radio space because you can’t just go, ‘The person goes on air – sell sponsorships’ It doesn’t work like that anymore.”

LaVicka himself is currently looking for a new role in the industry and is not opposed to moving out of south Florida if the opportunity is right for him and his family. Since losing his job at ESPN West Palm, he has endured many sleepless nights and pondered over the amount of fortitude and patience he has within the process.

Even though he is not ruling out an eventual return to ESPN West Palm, he views the outcome as unlikely. The value working there, however, comes in being able to relate and appeal to a diverse, transient audience residing within the locale. Good Karma Brands is assisting him with the process by promoting his work and providing him with financial assistance as he prepares for his next career move.

“I don’t want to come off as cocky, but I’m very confident in myself that given an opportunity; given a role – a sizable role that is something that’s going to be consumed by a lot of people – I get that opportunity, I’m going to excel in it,” LaVicka said. “There hasn’t been any point in my career on air where I haven’t been given an opportunity and then it didn’t completely expand past I think what the initial expectation was, and this includes my time at Florida Atlantic.”

While LaVicka is open to opportunities in terrestrial radio, he is also exploring working in the digital realm and recently started a YouTube show with WQAM digital content producer Zach Krantz titled By All Accounts. LaVicka first met Krantz at Miami Dolphins practices and training camps when he was working on The Joe Rose Show, and they shared several laughs and memorable moments.

When LaVicka and his wife welcomed their second child into the world, it required a stint in the neonatal intensive care unit at Joe DiMaggio Children’s Hospital in Hollywood, Fla. Their newborn daughter ended up spending 72 hours there where her health improved. Krantz discovered the circumstance shortly after it began and reached out to LaVicka to offer his support, understanding the stress with the situation after his son was in the NICU for several months.

“[He] made sure to come find me at the hospital and put me at ease [and] talked me through the process,” LaVicka said, “and that was massively important to me, had a major effect on me and also gave me an idea of the type of person Zach Krantz is.”

Krantz came up with the idea to start a program with LaVicka, reaching out to him shortly after his exit from ESPN West Palm. Within his proposition, he explained that they already possessed strong chemistry and rapport and would work together to begin a show from phase one. Despite the program still being in its early stages, LaVicka can sense palpable growth potential that could perhaps turn into its own sustainable entity if it continues to grow. The venture is not evanescent, but rather something he is committed to growing in the long run as he discovers the media landscape and searches for the most optimal long-term solution.

“I want this thing to be broad,” LaVicka said. “I want it to be fun, but I think that I also want to make sure that it at least plays to our strengths, which is being petty sports fans; which is showing favor to South Florida sports, making sure that we’re being extremely relatable in the grand scheme of things.”

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How Advertisers Can Protect Their Digital Ad Spend

Invalid website traffic from automated scripts and “bad bots” will waste $71 billion this year.

Jeff Caves

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Graphic for digital advertising

Small and medium-sized businesses (SMBs) partnering with digital marketing companies for their ad spend can enjoy significant advantages. Digital companies, such as many radio stations’ digital departments, often have more expertise than SMBs in spending money wisely to generate website traffic and, crucially, in avoiding the waste of ad dollars on fake traffic. Fake website traffic has increased by 33% in just two years. Invalid website traffic (IVT) from automated scripts and “bad bots” will waste $71 billion this year. Here are some questions advertisers can ask their digital partner to help eliminate fake ad engagement:

Make Data and Machines Work

Ask your digital partner if they use advanced data analytics and machine learning to optimize your ad spend. By employing predictive analytics—predicting future outcomes—savvy digital marketers can identify audiences most likely to engage genuinely with your ads. Inquire if they use Google Analytics and how it can help flag potential fraud and protect your investment.

Blockchain Technology for Ad Verification

To ensure transparency and security in your ad campaigns, some digital marketers leverage blockchain technology. This technology records every click and impression, guaranteeing that each interaction is genuine and that payments are made only for verified interactions. Blockchain makes it more difficult to change, hack, or manipulate data.

Advanced Attribution Models

Check if your partner uses multi-touch attribution models, which consider all touchpoints in the customer’s journey to your website. This approach provides a comprehensive view of how each ad contributes to conversions. Algorithmic attribution models apply sophisticated algorithms to improve ROI measurement.

Partnerships with Anti-Fraud Organizations

Ask if they collaborate with anti-fraud organizations to reduce fraud in digital advertising. Some digital companies ensure that campaigns and partners are certified by organizations like TAG, guaranteeing that ad placements are genuine and not plagued with fake engagements.

Private Marketplaces

Ensure that ad placements are with trusted publishers, reducing the risk of fraud. Some digital companies use private marketplaces, where a limited number of advertisers can buy and access premium inventory that is less susceptible to fraud, ensuring higher-quality ad placements for your business.

Real-Time Bidding (RTB) and Enhanced Filters

Your digital partner should set criteria for real-time bidding to ensure only high-quality, vetted traffic is considered. Real-Time Bidding is an auction setting where ad impressions are sold and bought. And transactions occur within seconds. Once an advertiser’s bid wins the auction, their digital ad is instantaneously shown on the website or property of the publisher.

Dynamic bidding strategies can adjust in real time based on the quality and performance of the inventory, maximizing the efficiency of your ad spend. Attempting this on your own can be challenging and less effective.

Focus on User Engagement Metrics

Ensure that deeper engagement metrics are employed, such as time spent on a page, scroll depth, and interaction rates, to provide a clearer picture of ad effectiveness. Analyzing post-click behavior helps determine the quality of engagements, ensuring that clicks result in meaningful interactions.

By partnering with well-established digital marketing companies, SMBs can access advanced technologies and strategies to ensure that digital marketing efforts are practical and efficient. Make sure your website conversions are as high as possible. YouTube and Google Search are leading the way in combating bot traffic, while LinkedIn, Google Video Partners, and X are less effective at blocking “bad bots.” Finding a reliable digital partner is crucial to protecting your ad spend and maximizing your returns. Beware of the bad bot and ensure your advertising efforts drive genuine value.

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