ComScore study gives more favorable outlook for geo-targeting.
Thirty-one percent of ad impressions are never seen by consumers, according to comScore research based on campaigns by a dozen major brands. They included Allstate, Chrysler, Discover, E*TRADE Financial, Ford, General Mills, Kellogg's, Kimberly Clark, Kraft, and Sprint.
"The display advertising market today is characterized by an overabundance of inventory, often residing on parts of a web page that are never viewed by the user," said Magid Abraham, comScore CEO, in a prepared statement. "This dilutes the impact of campaigns for advertisers and represents a drag on prices to publishers. Conversely, some ads below the fold are quite visible and deserve more credit."
Here are the other key findings from the research, which was collected during Q4:
Reston, VA-based comScore looked at 3,000 ad placements by the brands, as well as 381,000 site domains and 1.7 billion ad impressions. The researcher used its Validated Campaigns Essentials platform to produce the data.
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Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
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