These days, the Internet is flooded with ads pitching every product and service imaginable. But do consumers actually see the ads?
A new study says probably not.
The study by Google reveals 56.1% of advertising impressions aren’t viewed by consumers, affecting both companies paying to be on Internet sites and publishers seeking ad revenue.
The findings have huge implications. Last year, Internet ad revenues rose to a record $42.8 billion, according to the Interactive Advertising Bureau. That was a 17% increase over 2012 and surpassed broadcast television advertising for the first time.
Google’s study released in November was designed to better understand ad viewability at a time when advertisers are shifting to paying for viewable impressions, instead of served ones. As defined by the Media Rating Council, a display ad is viewable when 50% of its pixels appear on screen for at least one second.
Titled “The Importance of Being Seen: Viewability Insights for Digital Marketers and Publishers,” the study identifies several factors of ad viewability, from page position to ad dimensions. The data used in the study was based on display ads in desktop and mobile browsers and didn’t include in-app or video apps.
The study found the most viewable position for ads is right above the fold, rather than at the top of the page where many ads are located. Above-the-fold ads are 68% viewable vs. 40% viewable for below-the-fold ads. Not surprisingly, vertical ads are more effective than horizontal ones because they stay on a screen longer as users move around a page.
In addition, the likelihood an ad will be seen by a user varies across industries, with content that holds a viewer’s attention gaining the most views. Reference sites, for example, scored the highest viewability rate – 51% – followed by online communities (48.9%), games (48.4%) and arts and entertainment (48%).
Ultimately, the study could have lasting effects on how advertisers and publishers do business. Advertisers could steer toward sites with more engaging content to achieve higher viewability rates. Publishers could charge more for vertical ads than horizontal ones at the top.
By understanding how ads work best, advertisers and publishers could increase the long-term value of Internet advertising.
Please Leave A Comment
Related posts:
Google’s Next Big Search Term: ‘The Fountain of Youth’
Online Ad Campaigns Shifting from Direct Response to Brand Advertising, Study Says
Study: More than Half of American Investors Use Professional Advice for Personal Finance
Google My Business Hopes to Help Connect Businesses and Customers
Google Offers New Photo Tools for Businesses