Are your online ads getting seen?
Wasted ad spend is a huge problem in the advertising industry. The Interactive Advertising Bureau and PWC estimated that poor viewability is costing UK advertisers around £154m a quarter.
‘Through the Eye and into the Brain’ - Understanding ad effectiveness
According to European ad verification company Meetrics, around £260 million was wasted last year in Q3 on unseen ads. The UK's online ad viewability figures were also lower than its European counterparts with 52%, compared to Germany’s 61% and France’s 69%.
The Media Rating Council has stated that for an ad to be considered as “viewable” it needs to be a “minimum of 50% of pixels in view for at least one second, and for a viewable digital video ad impression, a minimum of 50% of pixels must be in view for at least two continuous seconds.”
But a study by Quantcast found that up to 1.8 trillion ads in 2012 were paid for but not actually seen. Another study by InSkin Media, Research Now and Sticky found that one third achieve a gaze time of less than a second, while only 42% are looked at for at least a second.
So how can advertisers improve ad engagement and viewability rates?
A webinar, ‘Through the Eye and into the Brain’ - Understanding ad effectiveness’ hosted by The Drum in association with Research Now, will examine how ads can improve consumer engagement. It will be held on Monday, 21 November from 3 – 4pm GMT. Attendees will learn whether the format and execution of ads matter, and how they can get a greater return on investment from online ads.