Size matters:Online ads

screenshot_103POST SUMMARY: A small number of publishers are serving most of the non-viewable impressions. 56.1% of all impressions measured are not seen, but the average publisher viewability is 50.2%.

Google conducted a study of our display advertising platforms, including Google and DoubleClick, to better understand ad viewability. According to the Media Rating Council and IAB standards, a viewable impression occurs when 50% of an ad’s pixels are on screen for one second. The data used in this study are based on display ads in browsers (desktop and mobile) and does not include mobile in-app or video ads.

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IMPLICATIONS:

1ne: Your agency should be continually optimizing your online ads and recommending better placement for improved ROI.

2wo: You should test your ads before they go live to determine which one resonate with your audience.

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3hree: It’s more important than ever to bring agencies tighter into the fold of your brand team so they can really understand your audience and product.

 

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