Viewability of Display Ads vs Video Ads 2014 by Augustine Fou


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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. 1. Augustine Fou- 1 - Dr. Augustine Fou April 2014 Viewability of Display Ads vs Video Ads
  2. 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. 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. 4. Augustine Fou- 4 - 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- 4 - 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
  5. 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: Slideshares: LinkedIn Bio: LinkedIn Posts:
  6. 6. Augustine Fou- 6 - APPENDIX
  7. 7. Augustine Fou- 7 - 54% Online Ads Aren’t Viewed Source: comScore June 2013 via MarketingCharts
  8. 8. Augustine Fou- 8 - Viewability of Display Ads Source: Integral Ad Science Sept 2013 via MarketingCharts Publisher direct is best and lowest risk
  9. 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