viewability of display ads and video ads are in the 50% or lower area. That means that half of the media dollars spent on these forms of ads are wasted (because the ads had no chance of being viewed by human users).
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Viewability of Display Ads vs Video Ads 2014 by Augustine Fou
1. Augustine Fou- 1 -
Dr. Augustine Fou
http://linkd.in/augustinefou
April 2014
Viewability of Display
Ads vs Video Ads
2. Augustine Fou- 2 -
Direct display ads are 46% viewable
Network display ads are 31% viewable 69% wasted
Exchange display ads are 30% viewable 70% not in view
Display Ad Viewability
H2 2013 Worldwide
Source: Integral Ad Science Feb 2014
3. Augustine Fou- 3 -
Smallest video ads are only 25% viewable
Medium video ads are 40% viewable
Large video ads are 50% viewable
Video Ad Viewability
Jan 2014 North America
Source: TubeMogul Jan 2014
4. Augustine Fou- 4 -
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5. Augustine Fou- 5 -
Dr. Augustine Fou – Digital Consigliere
“Over the course of 2013 we saw the
dramatic rise in the number of display and
video ads; however, along with this increase
was a dramatic rise in ad fraud, from fake
impressions or ads that are not viewable.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
@acfou
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn Bio: http://linkd.in/augustinefou
LinkedIn Posts: https://www.linkedin.com/today/author/84444-augustinefou
7. Augustine Fou- 7 -
54% Online Ads Aren’t Viewed
Source: comScore June 2013 via MarketingCharts
8. Augustine Fou- 8 -
Viewability of Display Ads
Source: Integral Ad Science Sept 2013 via MarketingCharts
Publisher direct is
best and lowest
risk
9. Augustine Fou- 9 -
A new study [download page] from
VideoHub indicates that during the first
quarter, average viewability for online
video ads in the US was 83%, although
rates varied widely among properties,
from 43% on the low end to 94% on the
high end. Broadcast TV sites fared best
(89% on average) among property
categories, with networks and
exchanges (73%) bringing up the rear.
Video Ad Viewability
Source: VideoHub August 2013 via MarketingCharts