More data is coming out every day that suggests roughly half – or more precisely – 54 percent of digital ads aren’t even viewable; that is, they are falling below the fold impressions of the ad presentation, and are mostly invisible to the reader.
Are your digital ads actually being read by your customers?
Ad impressions that are above the fold are viewable 49% of the time. Below-the-fold impressions become viewable just 30% of the time.
Highlighting the digital advertising industry’s transparency concerns is the data that marketers don’t know whether or not a full 40% of their viewable ads were placed above or below the fold. The fact that marketers don’t know where nearly half of their viewable ads are initially placed is important because viewability metrics are often one benchmark of success for a campaign. The data comes from Infectious Media, a company founded in 2008 that specializes in real-time advertising.
Are You Losing Valuable Ad Spend?
- Sticky, a company with software that uses webcams to track users’ eye movements to verify whether or not online ads are actually seen, has released data which supports the argument that viewability does not equal being seen.
- “Viewability” describes whether or not an ad could be seen on a page without needing to scroll down, “X” out of something, change tabs, etc. While viewability metrics would suggest that close to 50% of ads are seen, Sticky’s data says it’s actually just 14%.
Jeff Bander, Sticky’s president and chief change agent, hopes Sticky’s technology will help boost the number of ads that are actually seen. As publishers get more of this type of data and start to take advantage of it, Bander hopes it will bring more brand dollars online.
“About 94% of branding dollars are offline,” he said. “Habit is a lot of that, but studies say CMOs are asking what it would take to move more dollars online.” He added, “Brand lift and purchase intent [numbers] are always higher when more people see the ad and look at it longer. Those two measurements — of percent seen and time — have a direct correlation to brand lift, which is the main reason people are advertising brands online.”
What Can Dealerships Do to See if Their Ads are Being Read?
- Take a closer look at this infographic on viewability.
- There are some companies that track the difference between “viewable” and “seen”. You might want to check them out online.