A comScore report claims that 31 percent of all display advertisements are never seen by anyone, and that 72 percent of all display advertisements are shown on a site or in content other than where it was intended. In other words, most brand media buyers haven't the foggiest clue where their advertisements are being placed. This confirms my claim six months ago that brand media buyers are lazy.
I'm not going to rehash what I previously wrote, because frankly, most media buyers never read the first column because, well…they are lazy. However, I'd like to bring up some separate points about the study that make me wonder about what the industry in general is paying attention to. For all the articles about fraud and quality control, it seems that a large part of display advertising is still showing up on complete and utter crap.
If you are one of the few media buyers who pays attention, here are a few things to think about:
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Pace Lattin has been working in interactive advertising since its inception. From being a co-owner of the company that sold advertising in ClickZ before the turn of the century to founding a major interactive advertising publication, he has been involved with all aspects of the interactive advertising industry. He is currently the executive director of the Executive Council of Performance Marketing, an industry organization that represents over 100 C-level executives.
December 12, 2013
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