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.
Want to learn more? Join us at ClickZ Live New York 2015
[ALERT] Super Saver Rates Expire January 30. With over 15 years of experience delivering industry leading events, ClickZ Live brings together over 50 expert speakers to deliver an action-packed, educationally-focused agenda covering all aspects of digital marketing. Quick! - Register today to secure your place at the best rate.
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.
Singapore, 5-6 March
Bangkok, 17-18 March
Hong Kong, April 2015
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
January 29, 2015
1:00pm ET/10:00am PT