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Ad Load and
Ads per User
Dr. Augustine Fou
http://linkd.in/augustinefou
December 2013
-1-

Augustine Fou
Display Ad Load

-2-

Augustine Fou
NY Times – 25 ads
Do advertisers know their ads are shown next to so many others?
Top half

Bottom half

25 ads
per page!
...
Boston Herald
The “Fold”

Bottom portion of page

7 ads per page
-4-

Augustine Fou
Tons of Ads on Pages

http://modernbab y.com/
http://interiorcom plex.com/

-5-

Augustine Fou
6

10

5

9

7

4

8

3

2

1

Ten (10) Display Ads per Page

Source: http://www.satelliteguys.us/archive/t-232266.html

-...
85 ads per page - Suspicious

Only a handful of ads are
visible to human user but
AdBlock Plus reports 85 ads
on the page
...
1,800 Display Ads /Month
The report showed
that 130.6 billion
display ads were
delivered to the
Brazilian online
populatio...
Search Ad Load

-9-

Augustine Fou
Google – 87% of page
Only 13% of visible page are showing organic search results

- 10 -

Augustine Fou
Google – 12 ads
Now Google includes “sponsored” ads; they get a referral fee

1
2
3
4

- 11 -

5
6
7
8
9
10
11
12

12 ads
...
Facebook Ad Load

- 12 -

Augustine Fou
Facebook 7–9 Ads /pageview
2012
2011
2010

1
2
3
4
5
6
7
8
9

Source: Facebook Display Ads | go-Digital Blog
- 13 -

Augus...
Facebook Auto Refresh Ads

Same page, but ads are auto-refreshed every 2 mins; 7 more ad impressions
- 14 -

Augustine Fou
Video Ad Load

- 15 -

Augustine Fou
Video Ads per Month
Nov 2013 26.8B video ads per month

Source: comScore, Dec 2013 via MarketingCharts
- 16 -

Augustine F...
155 Video Ads /user /mo
Nov 2013 reach = 56%
frequency = 155 ads /mo

Source: comScore, dec 2013 via MarketingCharts
- 17 ...
Display vs In-Stream Ads
Source: TubeMogul Feb 2013 via MediaPost

- 18 -

Augustine Fou
Related Articles
Digital Marketing CPM Benchmarking and Comparison
By: Augustine Fou, August 2013
Display Ad Waste Video A...
Dr. Augustine Fou – Chief Digital Strategist
“As more users move to mobile; sites
need to adapt to serve them. But mobile
...
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Digital Ad Load Frequency per Online User by Augustine Fou Digital Forensics

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display ads are about tonnage and most brand advertisers use their "reach and frequency" mentality from TV advertising when it comes to buying and measuring display ads.

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Transcript of "Digital Ad Load Frequency per Online User by Augustine Fou Digital Forensics"

  1. 1. Ad Load and Ads per User Dr. Augustine Fou http://linkd.in/augustinefou December 2013 -1- Augustine Fou
  2. 2. Display Ad Load -2- Augustine Fou
  3. 3. NY Times – 25 ads Do advertisers know their ads are shown next to so many others? Top half Bottom half 25 ads per page! -3- Augustine Fou
  4. 4. Boston Herald The “Fold” Bottom portion of page 7 ads per page -4- Augustine Fou
  5. 5. Tons of Ads on Pages http://modernbab y.com/ http://interiorcom plex.com/ -5- Augustine Fou
  6. 6. 6 10 5 9 7 4 8 3 2 1 Ten (10) Display Ads per Page Source: http://www.satelliteguys.us/archive/t-232266.html -6- Augustine Fou
  7. 7. 85 ads per page - Suspicious Only a handful of ads are visible to human user but AdBlock Plus reports 85 ads on the page http:// www.missomoms.com -7- Augustine Fou
  8. 8. 1,800 Display Ads /Month The report showed that 130.6 billion display ads were delivered to the Brazilian online population in April, reaching 72.6 million people an average of 1,797 times. Source: comScore June 2013 -8- Augustine Fou
  9. 9. Search Ad Load -9- Augustine Fou
  10. 10. Google – 87% of page Only 13% of visible page are showing organic search results - 10 - Augustine Fou
  11. 11. Google – 12 ads Now Google includes “sponsored” ads; they get a referral fee 1 2 3 4 - 11 - 5 6 7 8 9 10 11 12 12 ads on a page Augustine Fou
  12. 12. Facebook Ad Load - 12 - Augustine Fou
  13. 13. Facebook 7–9 Ads /pageview 2012 2011 2010 1 2 3 4 5 6 7 8 9 Source: Facebook Display Ads | go-Digital Blog - 13 - Augustine Fou
  14. 14. Facebook Auto Refresh Ads Same page, but ads are auto-refreshed every 2 mins; 7 more ad impressions - 14 - Augustine Fou
  15. 15. Video Ad Load - 15 - Augustine Fou
  16. 16. Video Ads per Month Nov 2013 26.8B video ads per month Source: comScore, Dec 2013 via MarketingCharts - 16 - Augustine Fou
  17. 17. 155 Video Ads /user /mo Nov 2013 reach = 56% frequency = 155 ads /mo Source: comScore, dec 2013 via MarketingCharts - 17 - Augustine Fou
  18. 18. Display vs In-Stream Ads Source: TubeMogul Feb 2013 via MediaPost - 18 - Augustine Fou
  19. 19. Related Articles Digital Marketing CPM Benchmarking and Comparison By: Augustine Fou, August 2013 Display Ad Waste Video Ad Waste By: Augustine Fou, September 2013 How Bad Guys do Video SEO By: Augustine Fou, November 2013 Fake Views on YouTube By: Augustine Fou, October 2013 Video Ad Fraud Investigation Part 1 By: Augustine Fou, October 2013 - 19 - Augustine Fou
  20. 20. Dr. Augustine Fou – Chief Digital Strategist “As more users move to mobile; sites need to adapt to serve them. But mobile will soon no longer be considered a separate channel because usage patterns are the same as desktop.” 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 ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: http://linkd.in/augustinefou - 20 - @acfou Augustine Fou

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