There are so many ads per page, and so much of the page is dedicated to ads that entire pages are less valuable to users.

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Google – 87% of pageOnly 13% of visible page are showing organic search results

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Facebook – 9 adsUp to 9 ads per page; advertisers should not pay by CPM
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9 ads
per pageview

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Google – 12 ads
Now Google includes “sponsored” ads; they get a referral fee
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12 ads
on a page

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NY Times – 25 adsDo advertisers know their ads are shown next to so many others?
25 ads
per page!
Top half Bottom half

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So what?
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“That many ads on a page makes more
money for the publisher but makes it really
useless for advertisers. If advertisers still
want to do display advertising, they should
pay only for performance – CPC, instead
of CPM, where possible.”
- Dr. Augustine Fou, Digital Consigliere

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Related Slideshares
Fifteen Freaky Stats about Display Ads
By: Augustine Fou, Aprill 9, 2013
CPM and CPC Pricing Trends
By: Augustine Fou, October 19, 2012
Display Search Social CTR Benchmarks
By: Augustine Fou, March 11, 2013
Search CPC Benchmarks by Industry Category
By: Augustine Fou, March 15, 2013
Augustine Fou- 6 -

7. Augustine Fou- 7 -
Dr. Augustine Fou – Digital Consigliere
“I advise clients on optimizing their
marketing mix – from traditional to
digital, and within digital from display to
search to performance to reduce exposure
to non-performing display 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
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou