Viewability of Display Ads 2014 by Augustine Fou


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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.

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Viewability of Display Ads 2014 by Augustine Fou

  1. 1. Augustine Fou- 1 - Dr. Augustine Fou May 2014 Viewability of Display 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 - Viewability of Display Ads Source: Integral Ad Science Sept 2013 via MarketingCharts Publisher direct is best and lowest risk
  4. 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. 5. Augustine Fou- 5 - 54% Online Ads Aren’t Viewed Source: comScore June 2013 via MarketingCharts
  6. 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. 7. Augustine Fou- 7 - Average Viewability Source: The Guardian Dec 2013
  8. 8. Augustine Fou- 8 - Viewability by Site Type Source: PointRoll June 2013 via MarketingCharts 63% of ads NOT in view
  9. 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. 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. 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: Slideshares: LinkedIn Bio: LinkedIn Posts: