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Most Digital Ad Impressions Not Seen

Digital marketers are constantly trying to get the most from their digital ads. Some recent data from Google is a little disheartening to those relying on them, though.

Post author By Amanda MacArthur
Post date December 9, 2014
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Digital marketers are constantly trying to get the most from their digital ads. Some recent data from Google is a little disheartening to those relying on them, though.

In a study conducted by Google and DoubleClick on its display advertising platforms, 56.1% of all impressions measured were not seen.

Here’s how an ad impression is considered, according to the article from MediaPost. “A viewable impression occurs when 50% of an ad’s pixels are on screen for one second, per the Media Rating Council and the Interactive Advertising Bureau. The data used in Google’s study is based on display ads in desktop and mobile browsers, and does not include mobile in-app or video ads. The data was collected in July 2014 and October 2014.”

Also according to the article, the average publisher’s rate of ads being viewed was 50.2%.

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Tags ad, advertising, digital ads, digital marketers, interactive advertising bureau, media, online publishing, open source software, text ad, video

By Amanda MacArthur

Research Director & Managing Editor

Amanda is responsible for all the articles you read on the Mequoda Daily portal and every email newsletter delivered to your inbox from us. She is also our in-house social media expert and would love to chat with you over on @Mequoda. She has worked with Mequoda for almost a decade, helping to evolve the Mequoda Method through research, testing and developing new best practices in digital publishing, editorial strategy, email marketing and audience development. Amanda is a co-author of our four digital publishing handbooks.