In a recent article by Laurie Sullivan (@LaurieSullivan) the reality that many online visitors never view banner ads published on websites is a growing concern for numerous marketers. Simply because an ad is posted on a website, does not guarantee that it will be viewed. This can be detrimental for a business that relies heavily on ads as a means for driving traffic.
In a recent article by Laurie Sullivan (@LaurieSullivan) the reality that many online visitors never view banner ads published on websites is a growing concern for numerous marketers. Simply because an ad is posted on a website, does not guarantee that it will be viewed. This can be detrimental for a business that relies heavily on ads as a means for driving traffic.
"Since an ad served does not necessarily equal an ad viewed, Google conducted a study of its display advertising platforms Google and DoubleClick, which revealed that 56.1% of all impressions Google measured in a recent study were not seen, and the average publisher's viewability rate came in at 50.2%."
5 factors that affect ad views are:
According to research conducted on display ads via desktop and mobile browsers, more views occur when 50% of an ad’s pixels are displayed on the screen for approximately one second.
The most viewed position for an ad is directly above the fold, as opposed to the top of the page.
According to a test conducted by Google’s Active View technology, the most viewable ad size is in vertical units. Research shows, dimensions 336x280 large rectangle and 300x250 medium rectangle, attracts the most views.
Viewability varies throughout industries. Finance and travel lead the role in highest ad views from 43.6% and 42.6% of viewability. One thing to keep in mind is industries with the highest views typically derive from those with higher engagement.
Ads that grab a viewer's attention are typically those that hold a user’s attention, and are relevant to their interests.
In order to get the most out of your online ads, keep in mind viewers do not like boisterous, in-the-way ads. Although you may be catching a user's attention, the user will look for the fastest way to opt out of the ad.
Put yourself in the viewer’s shoes: what are the chances an ad will be seen and a viewer clicks if they are disturbed by an unwanted ad?
Make sure your ad is relevant to the audience you seek, while keeping it simple. Place your ad in an environment where it'll thrive. The goal is to match the demographic you seek to your target audience as closely as possible. Follow the steps listed above to ensure the most viewability and user engagement from your online ads.
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