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.
Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!
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.
9 Strategies to Engage Your Consumers
Online marketing apps are highly engaging - taking visitors on short, but effective, conversion-focused journeys. This white paper illustrates 9 strategies to engaging consumers through app-like experiences.
Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?
March 19, 2014