Connect with us
Jim Cutler Demos

BSM Writers

Andy Sweeney Manages A Clock Better Than Andy Reid

“If you get caught up in being right or wrong I just don’t think that’s what people listen for. They listen for you.”

Tyler McComas

Published

on

Sports radio is flying high as we enter the year 2020. At least that’s the opinion of Andy Sweeney, PD and afternoon drive co-host at ESPN 680/105.7 in Louisville. It’s hard to disagree with the points he makes, such as the fact that newspaper and magazine writers, bloggers and anyone else who calls themselves a writer, are trying to get involved in some sort of audio, whether its radio or podcasts. 

Sweeney calls sports radio an addiction. An attachment that keeps hosts on an everyday edge and listeners scrambling to their radios to hear the biggest stories of the day. 

“Radio and its ability to attach to people is something that’s made it so successful,” said Sweeney. “When your favorite show goes on a two-week vacation, for instance, for me when Dan Le Batard went away, that’s like a huge three or four hours of my day. When Craig Carton went to jail I was like legit depressed, because that was a show that I legit listened to for 10 years. I remodeled a house listening to the podcasts.”

Image result for craig carton arrested

When you catch the addiction of sports radio, it’s likely to never leave you. To my knowledge, a cure doesn’t exist to remedy the cravings of quality sports radio content. But those who have it all catch it at different times. For Sweeney, it happened during an internship after college. During school he thought he wanted to do sports television, but there was something about lugging around a giant camera and only getting 2 and a half minutes of air-time on late-night TV that didn’t satisfy him. Instead, he found an immediate craving for sports radio. 

“I knew sports radio was different and going to be way more popular than it already is,” said Sweeney. “I also knew that it had a lot of room to grow in the city. I just became addicted to the ability to give an opinion and let my personality shine through. It really is an addiction.”

But like so many in the business, Sweeney suffered an early setback in his career. What’s now 93.9 The Ville used to be owned by Cumulus and 93.9 The Ticket. Even though the lineup on the station was solid, management suddenly decided to flip the format to classic hits. Out of nowhere, even after a promising start, Sweeney was a young kid in his 20’s that was completely out of sports radio. 

“At that point I was out of sports Radio and not knowing what I was going to do.” Sweeney said. “I actually taught myself about insurance. I passed the insurance exam. I got the booklets and I taught myself, then went and passed it.”

Maybe working at a major insurance company is what he thought he would do for the rest of his life. Maybe he was like most kids in their early 20’s and figured something would just pop up. Whatever the case, it’s hard to argue that fate didn’t flop into Sweeney’s lap when transitioning into a new career field. 

Around lunchtime on one particular day, he found his co-workers huddled around a clock radio in the corner of an office. What was coming through the speakers absolutely blew Sweeney’s mind. It was the all-too-familiar sounds of local sports radio in Louisville. ESPN had struggled for some time to launch a station in the market, but had a plan they thought would work and a PD they felt confident in. Seeing as Sweeney had lived in the area since moving from Buffalo at 10 years old, he had contacts working with the new station. Two days after hearing the news sport station on a clock radio during lunch, he was told to contact PD Jason Anderson. A month later, Sweeney was back in sports radio. 

Image result for andy sweeney espn louisville

It’s funny how things in sports radio can come, all too often, full circle. Several years after Anderson got Sweeney back into sports radio, it was Sweeney that replaced Anderson as program director after he took the same position at Sports Radio 810 in Kansas City late last year. 

Now, Sweeney is combining his super popular show ‘The Take’ from 3-6 pm with daily programming duties. But through all the long hours, the sports radio addiction is as strong as ever. And that’s what keeps him as one of the best Louisville has to offer. 

“I think sports radio in major markets is the authority and in the Louisville market it is the authority.” Sweeney said. 

******

Tyler McComas: Where do you find time throughout the day to host a three-hour show and be a PD? It has to be all about knowing how to spend your time, right? 

Andy Sweeney: You have to be able to manage the clock better than Andy Reid has in the playoffs (laughs). That’s the best way to say it. I took over for Jason Anderson, who left for 810 in Kansas City, our mother ship, I was next in command, if you will, so I kind of knew what I was getting into. But when I took over in September we were right in the middle of our football season. But yeah it’s time consuming and you can’t waste a lot of time. Some days you have to set hours aside where you know you’re going to have to do programming stuff.

For me, as someone who is engrossed in sports radio as it is, I’m always thinking about my show. Kentucky plays over the weekend and Louisville loses to Florida State on Saturday, you’re thinking about angles and listening to all of our other programming throughout the week. I’m always thinking about my show so it’s not like I sit down at noon and finally start thinking about it.

TM: With football season winding down, so many stations in the country are exiting their biggest time of the year. But since college hoops is heating up, are you just now entering your biggest part of the calendar? 

AS: We’re actually Baltimore Ravens affiliates this year. This is the first year that we’ve done that. Programming wise that’s been awesome for us and we’ve been able to make some money off of it. The busiest time for us is the crossover with basketball and football. That’s my opinion. When we’re in football and just ready for basketball, because people around here talk about basketball the way they talk about Oklahoma football.

Image result for lamar jackson td

Our second-busiest time would be when we get to March Madness. You’re flying out to different sites for the games and relying on producers to get cuts and sounds for the shows, I’m on the road and our morning shows are on the road. We’ll have four or five different shows all over the place.

TM: So UK and UL basketball are still way more popular than their football teams? 

AS: Absolutely. I would say Lamar Jackson was the one that was able to penetrate through that. But here’s the thing you have to remember with Lamar Jackson: They had some bad ends to their seasons. They got smoked in a couple bowl games and they lost a chance to go to the Orange Bowl with a lost to Kentucky. UK is even more clear-cut. Listen, they care and they like what they’re doing in football, but it’s all about basketball.

TM: Listening to your show it seems pretty obvious you prefer the text line to any other source of communication from the listeners. 

AS: It’s funny, here’s my thing on callers – I’m not anti-caller. In this area, what I have found is, it’s the same guys over and over. The morning show is taking calls, the midday show is taking calls, we just use the text line a lot more. It’s more anonymous, but it’s a larger percentage of people that will use that than calling in. For me, I just get tired of hearing the same 8 to 10 callers over and over again. That’s how I feel about guests as well. I don’t do a lot of beat writers, because I feel like I know just as much as they know. Not to say that’s bad, that’s just my preferred style.

TM: Another thing with the text line: You guys get a ton of them and there seems to be an expectation amongst it. The show’s tone is funny and laid-back so the texters really show that off, too. There’s an expectation to be funny if you text in. Is that fair?

AS: I don’t believe in three hours of sports, sports, sports. I understand that works and people do that. Some of my best friends and people that I look up to do that, but I can’t. I’ve got to throw in my personality along with some nonsense. I have a co-host with me, a producer and the text line is almost like another co-host. It’s continually adding and making someone a character and getting different people involved. It’s just an open avenue for so many people who would never call in, now they can interact with our show and feel a part of it.

TM: This is a little more random: What’s more important as a show host – being right or being entertaining?

AS: The people who take themselves too seriously in this business, and I think sports radio is littered in this, it’s ok to say that you’re wrong. It’s not that big of a deal. I don’t look at other sports radio people that are predicting a game or predicting what’s going to happen with the coaching hire and if it goes the other way or wrong to look down on them. I don’t need that information. Everyone has their lock of the week and if you listen to the next show it’s the opposite, right? There’s so many opinion makers I don’t need another prediction guy. That’s just me. I’m not too worried with being wrong. In fact, sometimes it’s great to be wrong. I was wrong about Kentucky football two years ago, I was wrong about Louisville football this year and we talk about it on the show all the time. Quite frankly I might be wrong about the Louisville basketball team this year. To me it’s about breaking through and being entertaining. I think that’s number one in this business. If you get caught up in being right or wrong I just don’t think that’s what people listen for. They listen for you.

Image result for andy sweeney espn louisville

TM: So now that you’ve taken over as PD, what’s your vision and how do you want to grow the station? 

AS: My vision is to go above and beyond and give the most coverage of the local teams that we can give. We already do that, but I would say if there was one area to continue to grow, would be the Kentucky side of things. Louisville, we have so pegged. What I’m proud of in the last few months, since I’ve taken over, is growing a little bit more on the Kentucky side of things. Kentucky sells in this market. Growing that relationship and getting more people that want to talk about that, that’s been something I’ve focused on. Everyone else in the market is only talking Louisville, I’m going to talk Kentucky, too. 

Sign up for the BSM 8@8

The Top 8 Sports Media Stories of the Day, sent directly to your inbox, every morning at 8am ET.

Invalid email address
We promise not to spam you. You can unsubscribe at any time.

BSM Writers

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

Published

on

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.

Sign up for the BSM 8@8

The Top 8 Sports Media Stories of the Day, sent directly to your inbox, every morning at 8am ET.

Invalid email address
We promise not to spam you. You can unsubscribe at any time.
Continue Reading

BSM Writers

Ken LaVicka Looks Ahead Following ESPN West Palm Exit

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

Derek Futterman

Published

on

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.”

Sign up for the BSM 8@8

The Top 8 Sports Media Stories of the Day, sent directly to your inbox, every morning at 8am ET.

Invalid email address
We promise not to spam you. You can unsubscribe at any time.
Continue Reading

BSM Writers

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

Published

on

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.

Sign up for the BSM 8@8

The Top 8 Sports Media Stories of the Day, sent directly to your inbox, every morning at 8am ET.

Invalid email address
We promise not to spam you. You can unsubscribe at any time.
Continue Reading
Advertisement

Advertisement

Upcoming Events

Barrett Media Writers

Copyright © 2024 Barrett Media.