Misleading ads on popular messaging platforms like WhatsApp and Telegram have opened the door for fraud to swiftly take place. The infringement and impersonation of trusted brands lure people into believing in the misinformation.
These misleading ads often generate high traffic, but the conversion is not a long-term prospect as all clicks and app installation are there in the lure of getting incent rewards. These types of frauds are prevalent on messaging platforms like Telegram and WhatsApp due to their broad reach and ease of communication.
Misleading ads or offers generate incentivized traffic
Affiliates promote offers in Telegram groups or WhatsApp chats and offer users small rewards such as cashback, points, gift cards, etc. for completing tasks such as clicks, app installs, or sign-ups. Users are incentivized by the affiliate to complete the tasks not out of genuine interest but to receive the reward. This leads to a high volume of low-quality traffic, installs, or sign-ups that do not translate into actual engagement or revenue for the advertiser.
Such ads or offers directly impact the advertisers, leading to financial losses and reputation damage. Advertisers pay for traffic that does not convert into meaningful user engagement or sales. It also results in Market Distortion as low-quality traffic distorts performance metrics and analytics. It becomes challenging for advertisers to assess the true effectiveness of their campaigns and make informed decisions. Brands associated with fraudulent activities can suffer reputational damage. When users do not get incentives as promised in misleading or fake ads, they lose trust in the brand whose name is being used in such ads.
Enhance tracking and monitoring with advanced AI-ML powered tools to identify too good to be true click to install or install to a registration issue. Down the funnel event quality degrades with low-quality users coming from misleading ads.
Case of Misleading Offers or Ads
The misleading ads include offers, incentives, investments lure, or links to install apps. For instance, let’s consider a scenario where a misleading ad offers to win a jackpot-sharing app with the circle to win ₹1000. But when you or the people install the ad it does not get a reward.
Sample Misleading Ad
Such scenarios can erode trust and damage a brand’s credibility, even if the brand isn’t directly involved. Users, lured by ads promising rewards or discounts, often generate high traffic and numerous installs. However, when these promises aren’t fulfilled, users feel betrayed and uninstall or stop using the app. This leaves the brand with no benefits and a pool of low-quality users
In hard KPI events, the quality of users varies significantly when comparing organic or walled garden sources to affiliates promoting misleading ads. Affiliates tend to drive more low-ticket value events, often compromising user quality.
For instance, in arbitrage cases, publishers pay users an amount less than what they earn from the brand. 40% of events from affiliates had ticket values between ₹50 – ₹100, while in the case of Organic and Walled Gardens, only 2% of events with such low-ticket values occurred. However, for ticket values above ₹300, the percentage of contribution from affiliates drops drastically to 1%, with organic sources contributing 23% and walled gardens 29%. This clearly shows that higher-quality users are more prevalent in organic and walled garden sources compared to affiliates.
The average order value for these cases is lesser as compared to other sources.
How to Combat Misleading Ads
Combating misleading ads by affiliates on Telegram and WhatsApp requires a multi-faceted approach involving monitoring, reporting, and educating both affiliates and consumers.
- Monitoring and Detection with Automated Tools – Deploy AI, ML, and OSINT-powered tools to automatically scan and detect misleading ads based on keywords, phrases, and image recognition. Utilize data analytics to gain insights into affiliate performance and identify patterns of misleading behavior. Combine technological solutions with strict monitoring.
- Regular Audits are Must – Conduct periodic audits of affiliates to ensure compliance with your advertising policies. Implement a rigorous vetting process for new affiliates to ensure they adhere to your advertising standards.
- Reporting and Enforcement – Establish clear Reporting Channels to report misleading ads on social media channels, messaging platforms, etc. Develop a protocol for the immediate takedown of misleading ads once detected or reported.
- Penalties for Affiliates – Enforce strict penalties for affiliates who repeatedly share misleading ads, including suspension or termination of their affiliate status. Ensure traceability and accountability in affiliate marketing. This can help in tracking the source of misleading ads and enforce compliance with advertising standards.
- Set Clear Guidelines – Provide clear and comprehensive advertising guidelines to affiliates, emphasizing the importance of honesty and transparency. Stay informed about the latest regulations regarding online advertising and ensure your policies are compliant. Be prepared to take legal action against affiliates who engage in deceptive practices.
Conclusion
Misleading Ads or Offers on various platforms have major repercussions on brand reputation along with the final losses. Brands can even end up being penalized for such activities that tarnish brand image. Monitoring across platforms including messaging apps such as Telegram and WhatsApp can help proactively identify such activities before, leading to trust erosion and customer end up losing faith. mFilterIt Affiliate Monitoring Solution leverages advanced AI, ML, and OSINT Tech to detect misleading ads more effectively with prompt reporting to safeguard brand repute. This ensures you get sustainable engagement.
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