According to Google's data, more than half of Internet advertising has not attracted any attention, highlighting the difficulty for publishers and marketers to attract public attention in an increasingly divided media environment (GOOG)
Market researchers
Google estimates 56.
1% of the ads are invisible (
If 50% pixels of the ad are visible for a second, the ad is considered visible)
And comScore thinks it's at 54%.
A study by Vindico found that 55% of ads are not visible.
The impact is huge because publishers traditionally charge advertisers for displaying adsper-thousand (CPM)
Foundation of impression.
It is not clear whether this will force a drop in ad rates.
According to Tom Adams of SQAD, which tracks advertising costs, some marketers may be willing to pay for a guaranteed audience.
Popular live news: Tony Award deadly crane collapse trophy hunting documentary Women's World Cup "viewability is still a big problem from the perspective of advertising measurement, especially for those who want to standardize the numbers with more traditional advertising measures, "writes Dan Marcec, spokesman for eMarketer, who focuses on the digital advertising market, in the mail
"These findings from Google reiterate that, despite a lot of effort and investment in the measurement of viewable advertising, there are still significant gains in the actual implementation of improvements.
Zenitouch timedia points out that spending on the Web
Headquarters ads surpassed newspapers for the first time in 2013, and predicted that the network would surpass magazines in 2015.
According to zenitouch timedia, spending on online advertising is expected to grow at an average rate of 16% from 2014 to 2016.
Compared to spending from other media, zenitouch timedia said that due to the continued growth of search and the enhancement of digital display technology and mobile devices, the network "remains the fastest growing media ".
Corey Elliott, research director at Borrell Associates, who tracks ads, told CBS MoneyWatch that "this is adding to the problem . ".
"They haven't come up with the best way to advertise on mobile devices yet.
"Google's data found that the most visible location on the site is right above the page, not at the top of the page.
However, the position is not everything. "Not all above-the-
The impression of folding can be seen, while many belowthe-
According to Google, the impression of folding is.
Ads may not be able to be viewed because ads cannot be loaded due to a technical failure or the hacked computer network robot "service" used by hackers.
It is not clear how many of these ads are viewed by such networks rather than by people.
However, a Google spokesperson wrote in an email: "I don't think this is a bot ---
In this case, viewability refers to whether an advertisement can be seen in the viewable section of the page.
For example, a page may be loaded, but the person who looks at it will never scroll down, so they will not see ads at the bottom.
"[Viewability]
Digital advertising has been a big problem for the past two to three years, "Andrew lipsmann, vice president of comScore, said in an interview.
"The industry is slowly moving towards a standard of visible impressions.
According to the Interactive Advertising Bureau (IAB)
The industry has developed two solutions to solve the problem: the accountability group that makes measurement meaningful and trustworthy.
Advertisers are increasingly paying only for ads that can be seen.
Mike Zaneis, executive vice president and general counsel of IAB, warned against drawing conclusions about the data.
"We applaud Google for adding rich data to the industry's ongoing discussion about inventory quality," he wrote in an email . ".
"However, their report does not indicate that 56% of the ads are called by the robot and are called by the non-
The flow of people, in fact, I can't see any fraud in their materials.