You spend a considerable amount of time and money on your digital ads, and you want to get the most out of them. But did you know that over half of the ads served to consumers are never seen? Google has recently conducted a study in which they evaluated Google ads or ad impressions using their display advertising platforms, DoubleClick for Publishers and the Google Display Network. The following are the five takeaways from the research:
1. Small publishers serve the most non-viewable Google ads or ad impressions.
The Interactive Advertising Bureau and the Media Rating Council have set the criterion that defines an ad impression as “When 50% of the ad’s pixels can be seen in the browser window for a 1 second”. According to the study, the average publisher viewability is 50.2%. Only a small percentage of publishers have less than 35% viewability rates. This means advertisers should avoid publishers with low viewability rates to maximize ROI.
2. Page position is important.
Where your ad is located in a page matters when it comes to viewability. For a long time, it has been common knowledge to place ads above the fold. But placing ads at the topmost position of the page isn’t as good as those just above the fold.
3. Ad size also matters.
Not surprisingly, vertical units are the most viewable ad sizes. This is because as users scroll up and down a page, vertical units tend to stay on the screen longer compared to smaller units. The top three ad sizes with the highest viewability are 120 x 240, 240 x 400 and 160 x 600.
4. Above the fold isn’t the end all be all.
Ads above the fold don’t always mean they get viewed and perform better than those below. The average viewability rate of ads above the fold is 68% while those below the fold have a rate of 40%. That’s a pretty big difference, but this only emphasizes that ads can still serve their purpose even after making the user scroll down the page.
5. Content affects viewability.
The most interesting data released in the study is that viewability rates are affected significantly by the kind of content found on the page. Content that successfully engages visitors helps increase viewability rates. The industries that received the highest rates are reference (51.9%), Online Communities (48.9%) and Games (48.4%) while those with the lowest are Food and Drink (39.6%), News (38.8%) and Real Estate (38.7%).