Viewability of Display Ads 2014 by Augustine Fou
•
2 likes•1,037 views
Display ad impressions are notoriously easy to fake and mounting data shows that ad inventory from ad exchanges and networks are the worst, compared with ad impressions from mainstream sites.
Recommended
Recommended
More Related Content
Viewers also liked
More from Dr. Augustine Fou - Independent Ad Fraud Researcher
More from Dr. Augustine Fou - Independent Ad Fraud Researcher (20)
Recently uploaded
Recently uploaded (20)
Viewability of Display Ads 2014 by Augustine Fou
- 1. Augustine Fou- 1 - Dr. Augustine Fou http://linkd.in/augustinefou May 2014 Viewability of Display 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 - Viewability of Display Ads Source: Integral Ad Science Sept 2013 via MarketingCharts Publisher direct is best and lowest risk
- 4. Augustine Fou- 4 - Where Fake Impressions Come From Source: Integral Ad Science, via BusinessWeek Nov 26, 2013 Ad exchanges are particularly prone to fraud because shady sites sell enormous quantities “ad impression inventory” into the exchanges for re-sale.
- 5. Augustine Fou- 5 - 54% Online Ads Aren’t Viewed Source: comScore June 2013 via MarketingCharts
- 6. Augustine Fou- 6 - 54% Online Ads Aren’t Viewed Source: comScore June 2013 via MarketingCharts ComScore counts an online ad as viewable if at least 50% of pixels are in view for at least half a second for a site visitor.
- 7. Augustine Fou- 7 - Average Viewability Source: The Guardian Dec 2013
- 8. Augustine Fou- 8 - Viewability by Site Type Source: PointRoll June 2013 via MarketingCharts 63% of ads NOT in view
- 9. Augustine Fou- 9 - Viewable rates ranged from a high of 73% for the travel vertical to a low of 50% for the financial vertical, with CPG (68%) and B2B (67%) among the higher performers and retail (63%) right on the average. Viewability was found to (not surprisingly) impact click- through rates (CTRs): those 63% in- view had a 54.5% higher CTR than the average. Viewable Rate by Industry Vertical Source: DG MediaMind March 2013 via MarketingCharts
- 10. Augustine Fou- 10 - Related Articles Viewability of Online Ads By: Augustine Fou, December 2013 Fake Linkedin Profiles By: Augustine Fou, December 2013 Fake Facebook Profiles By: Augustine Fou, Dec 2013 Fake Twitter Accounts By: Augustine Fou, August 2013 Augustine Fou- 10 - How Display Fraud Works By: Augustine Fou, May 2013 How Click Fraud Works By: Augustine Fou, November 2013 Ad Fraud Estimates By: Augustine Fou, March 2014 Digital Ad Spending by Type By: Augustine Fou March 2014
- 11. Augustine Fou- 11 - 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