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.
How to Leverage Behavioral Science Insights for Direct Mail Success
Viewability of Display Ads 2014 by Augustine Fou
1. Augustine Fou- 1 -
Dr. Augustine Fou
http://linkd.in/augustinefou
May 2014
Viewability of
Display Ads
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. Augustine Fou- 3 -
Viewability of Display Ads
Source: Integral Ad Science Sept 2013 via MarketingCharts
Publisher direct is
best and lowest
risk
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. Augustine Fou- 5 -
54% Online Ads Aren’t Viewed
Source: comScore June 2013 via MarketingCharts
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. Augustine Fou- 7 -
Average Viewability
Source: The Guardian Dec 2013
8. Augustine Fou- 8 -
Viewability by Site Type
Source: PointRoll June 2013 via MarketingCharts
63% of ads NOT in view
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. Augustine Fou- 10 -
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Augustine Fou- 10 -
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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: http://bit.ly/augustine-fou-clickz
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LinkedIn Bio: http://linkd.in/augustinefou
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