Skip to main content

Over 50% Ads are NEVER seen by humans!

More than half of the digital impressions globally are non-viewable

What is Viewability? The industry standard as developed under the leadership of the Media Rating Council (MRC) calls for desktop display ads to be considered viewable if 50% of their pixels are in view for a minimum of one second and for desktop video that standard is 50% for 2 seconds. In addition, the standard stipulates that for larger desktop ad units, 30% of pixels in view for 1 second constitutes a Viewable ad.
According to comScore global report on advertising benchmarks, more than half of ads worldwide still don’t have the opportunity to be seen. The desktop display viewability ranges from 39%-50% across all markets. Video viewability is even lesser; this is due to IVT on programmatic video exchanges. If the targeted user leaves the page before it loads completely, he/she will miss the ad.
  • A lot of search and display ads are placed at the bottom of the webpage, so if the user does not scroll all the way down, it’s a lost cause for the advertiser.
  • If a proxy server, crawler or spider opens the page, there is no certain way to ascertain the measures.
In order to ensure visibility and derive the right returns on your investments, you must plan your advertisements with the right placement and communication.
Viewability leads to more efficiency and less wastage of ad inventory, clarity of reach and frequency of a campaign and better ROI analysis for the agencies and brands.
According to research, direct buys see higher viewability than their programmatic counterparts.


Digital Measurement is still evolving across the globe and it’s important for us in India to learn from global practices. India is still learning to act on this metric. The market is very fragmented, with more than 8000 advertisers, 12000+ brands, and 90000+ new campaigns every year.
Now you can imagine the advertising budgets that are getting wasted every single day!
Visit www.whatclicks.in for more info and to know how to optimize your marketing budgets!

Labels:

Comments

Post a Comment

Popular posts from this blog

How to help Transparency in being more Transparent in Digital?

How to help Transparency in being more Transparent in Digital? The Digital Geek: We should add media transparency tools, viewability, ad serving, etc and track the success of our campaigns! Our KPIs and Metrics are all over the place. The creative are just adapts from print or outdoor. We should invest in exclusive digital creatives The Boss: How much will it cost for the transparency thingy? The Digital Geek: about 2-3% of our campaign budget, and so in this case, INR 35,000 The Boss: Can’t waste that much son, let’s add this money into our INR 800,000 of cool VR Campaign that will drive PR for a month. The Digital Geek: #FML , #Facepalm (PS: Digital Marketing still works this way in 2017!) The funny situation or irony is that media agencies are being quick to deny that there is any media transparency problem, but the fact is that there has always been a transparency problem in regards to buying and / or planning media The other issue is that the growth of di...
Post a Comment
Read more

Social Media Analysis, Analytic & Tools Overdose (via SMT)

Social Media is growing at a pace that can be best termed as "unstoppable." Thousands of social media tools  have been invented, launched and then failed.  The top social media platforms are reaching their maturity stage and look to be in a consolidating position, where their objectives and goals are set; and they know their potential. Financially, the major platforms seem to be on a profit making spree. Facebook, Twitter, LinkedIn & YouTube stand out of the crowd, whereas Pinterest, Instagram, Quora, Google+ are making their way to the top, but still have a long way to go. But, what does the consumer do, where does he go from here? On one hand, I feel overwhelming by all the products, application, contents and activities offered by my social media networks. Yet, I'll admit, I'm practically addicted to my social media platforms, so I'm a rather vulnerable target of these marketing gimmicks. Recently, I read  5 Tips for Avoiding Social Media Burnout ...
1 comment
Read more

Buzz around Social Media RoI

Return on Investment! Returns.. Returns.. More returns..!! In our social life (offline) we have always interacted with people, spent time with like minded individuals, and maintained selfless relations. But, online world is a different ball game. We interact, mingle, network, and follow people with two motives: Returns, and Referrals!  A follower, friend, acquaintance, or a like-minded profile needs to be cared about, tolerated, conversed with, flattered, and greeted by automated responses until he/she adds value to this concept of RoI. On the other hand, we have people and profiles who would take the same actions, but, for a greater cause, i.e. Relationship building. A simple Hi, Hello, or Nice talking to you makes no harm. An automated response does. It is painful to follow or invite a well-known/knowledgeable person and get an inhuman/ impersonated reply. We still follow the profile, but I am unsure of the value created in such a relation, and the Return He/She would get in suc...
1 comment
Read more