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Joe Ovies Drinks Beer And Talks About It

“When I see Baker Mayfield eating a beer at a game or Aaron Rodgers unable to crush a beer at a basketball game, I immediately identify those types of stories and I turn them into topics we can talk about on the air”

Tyler McComas

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You’ve probably noticed by now, but your favorite NFL quarterback chugged a beer on camera this offseason. Whether it was Aaron Rogers failing miserably at a Bucks game, Matt Stafford chugging from inside a restaurant or Baker Mayfield biting into a beer at an Indians game, it seems like every starter in the league showcased their beer drinking skills at one point or another this summer. 

Image result for baker mayfield beer chug

What’s been beneficial for each guy that’s chugged a beer, or in Rodgers’ case, attempted to chug a beer, is the relatability that’s come along with it. In most cases, an enjoyment of beer at a sporting event is only way the regular fan can relate to a franchise quarterback. Athletes that attempt to humanize themselves often benefit greatly from it.

But the same can be true with sports talk radio hosts. Whereas some people may view a host as a faceless name that only spouts off sports opinions, being more relatable to the listener will almost always make you more likeable to the audience. Not to break any news, but beer and sports go together. They always have. Any host who ignores that fact is likely doing themselves a disservice. 

Joe Ovies of 99.9 the Fan in Raleigh has taken the initiative to bring beer talk to a sports talk format. Along with Adam Eshbaugh, the 919 Beer podcast has weekly episodes that focus solely on locally brewed beer in the area. The podcast features interviews with brewers, reviews and news on local beers as well as anything else a beer drinker in The Triangle would want to know. Since anything, especially if it can be sold, can be used by a station in the podcast space, it’s a mystery as to why more haven’t duplicated Ovies idea to bring sports fan more content to something they enjoy – beer.  

TM: So how did this all get started with the 919 Beer podcast?

JO: We’ve been doing this now coming up on six years. That gave way to our radio station partnering up with the guys who are on the beer podcast with me, into their annual beer festival, which takes place in October. If I understand the arrangement correctly, we essentially handle all of the sales and they run the festival itself. We’ve taken over all the title sponsorships, selling and all that stuff. Recently, with NC State having their deal with New Belgium and introducing their own beer, that’s been a topic of conversation with our area, too.

Image result for old tuffy

Where are you are does matter in the sense that North Carolina has a pretty robust craft beer community. I forget the exact numbers of craft breweries, I think it’s over 300 right now, but there are a lot of reasons why it makes a lot of sense for us in the grand scheme of things.

TM: How is the station handing the content you’re putting out each week? Is it simply in podcast form or does it get played over the air, too?

JO: We’re at the radio station and we record the beer podcast there, it’s all cleared by the station.  We take anywhere between 50-55 minutes that we do on the podcast and broadcast it. So it typically comes out on podcast form on Fridays and we also air it on one of our radio stations on Saturday mornings. 

TM: Is there any way doing a beer podcast makes you more relatable and likeable to your regular listener? 

JO: Yes, but the one thing that I can say is that it has to be organic. If you’re not a beer drinker don’t be a beer drinker. My co-host on the Fan in the afternoons, Adam is not exactly a robust beer drinker. We usually tease him about, like, it takes him a week to finish a beer, that sort of thing. When we talked about in the past like Aaron Rodgers is trying to chug a beer badly at a Bucks game, well that’s relatable to my co-host, in that, I can’t do that. It’s like the one thing Aaron Rodgers and I have in common, he may have a Super Bowl but he and I chug beer at the same rate.

Image result for aaron rodgers chug

One thing I will say about beer in general is that if you’re in a heavily college area like we are, with NC State, North Carolina and Duke, and we talk a whole lot about college football and college basketball, and throw in the tailgate culture that exists in the area with NC State and during the NHL Playoffs with the Carolina Hurricanes, the area matters and makes you more relatable in the sense that, much like sports is a common denominator for people, what you drink can also be a common denominator. Are you an IPA guy? OK, if you’re an IPA guy you might have that in common with some other people.

One thing I’ve been railing on, both on the podcast and occasionally on the air, is that sometimes people just want beer flavored beer. They don’t want some crazy desert beer or some double IPA. They just want something that’s crisp and refreshing and a drink they can have multiple of, whether they’re watching football or at a tailgate. Those topics, every so often, get spun into the on-air conversation during my show from 3-7 in the afternoon.

Image result for joe ovies studio

When I see Baker Mayfield eating a beer at a game or Aaron Rodgers unable to crush a beer at a basketball game, I immediately identify those types of stories and I turn them into topics we can talk about on the air, because they become instantly relatable. Whether they’re instantly relatable to how you consume your alcohol now, or, what’s always fun, is kind of reminiscing back to when you were in college. Baker Mayfield is out here eating a beer and our producer Alec used to be that guy back in college. So we can spend that and ask him things like, hey Alec when’s the last time you bit in to a beer? It becomes a fun conversation that way.

TM: The relationship between beer and sports is pretty easy to see. But what’s the relationship between beer and sports talk? 

JO: The relationship between beer and sports and beer and sports talk, works on a couple of different levels. I don’t think I have to explain the relationship between beer and sports, so that one is easy to figure out. You see it advertised a bunch, it’s served at games, it’s all about tailgating, etc.

I don’t want to sound cliché but if you’re a dude, or even to a certain extent in our case, we have a lot of women that listen to the station as well, because of the market that we’re in. Women like hockey and college basketball. Women do like sports and women do like beer. That can also become a relatable thing as well. It’s a really easy thing to figure out, that it’s all around you, so you might as well incorporate it with how you talk about sports.

TM: I do see some stations around the country that are doing things such as Free Beer Friday and some other creative things that incorporate local beers into shows. But what’s the exact rule of being able to drink on the air, with the FCC? 

JO: My understanding is that you’re actually able to drink as long as you’re not operating the equipment. So if I were a board op or a producer I would not be able to drink. Where we do it in the studio I don’t control my microphone, or I don’t have to control my microphone, I should say. Therefore I can drink and we do so during the podcast. We’ve also had instances, and I can’t remember how long ago it was, but we did the show from a place called World of Beer. It’s a chain and we sold it as a remote.

We picked the entire NFL playoff rounds by sampling beers from the respective cities. Based on the beers we liked, that’s how we ended up picking the playoffs. I actually did a video piece on the web a couple of years ago for the College Football Playoff, where I did a blind taste test on four beers paired up and whichever ones I liked, were basically, oh, that’s the one from the South Carolina area, then Clemson is moving on, that sort of thing. These are things you can do that are within the rules.

TM: Have you had strong reactions with the show? What’s your interaction from listeners been like with the beer podcast? 

JO: There are three components to it. The first component is the one I want to get across the most, which is, here’s this new brewery, or, a brewery you might know, but they have some new stuff. You know, the classic case of, aww man, I haven’t had their beer long time because I’ve been chasing something new. It’s good to catch up with the brewery that you remember that you liked back in the day, and it’s like, oh cool, what are they up to these days? Then you go back and check them out. Then there’s the breweries that are new and you’ve never heard of, and there’s an element of, I want to be on top of it and introduce my friends to this new brewery. That’s the first component, it’s kind of like information, process, story and getting people familiarized with a certain brewery that we’re talking to that day. Sometimes we talk to the marketing person, sometimes we’re talking to the brewer themselves, or even the owner. There’s various ways you can talk to these breweries. 

The second component is to be about the community in general. So much like a sports talk host you want to be out and seen, you don’t want to be the guy that never leaves the studio. When I go travel throughout the state, to the beach or the mountains, I’ll check out a place and I talk about it to say, hey, I’m out there with y’all, too. You might see me at a particular brewery, and this happens to me, someone will come up and say, hey, I heard you talk about this place in the past. It’s funny to see you here, that sort of thing. To be out there front and center is good for you as a host, because that makes you more relatable and approachable to the audience.

Image result for joe ovies at brewery

The third component to the beer podcast is just the fact that it’s good business. It is a thing in which you can sell remotes. During April there’s a thing called North Carolina beer month. For us specifically in April we sell a package that will take the podcast on location to your place. It gives you a lot of run, like,  hey, come out to this place and try this beer they’re introducing for North Carolina beer month, which helps raise awareness for your place and it helps sell. It’s a really easy thing for the sales department to grasp, because it’s, hey, beer. You can either sell a brewery, you can sell a bottle shop, you can sell a sports bar, and you can sell any number of things related to that podcast.

I will add this to the sales part of it and what’s tricky about that, and this is why you need to get sales department, it’s easy for a bottle shop or a local brewery to rely on social media and word-of-mouth. So what the podcast or your broadcast sales department have to do together is, hey look, it’s nice that you have this but we can blow it up bigger. Like you may actually be in a bubble and that bubble is good for you, for lack of a better term. You might have that beer bro demo down, right? The beer bros know who you are. But for the casual person, who might not be aware of your stuff, this is where we can bring them in and help spread your brand through radio and through the podcast. 

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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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