comscore-digital-future-report

3 Out of 10 Display Ads Are Never Seen by Consumers

  |  February 15, 2013   |  Comments

According to a comScore report, about 1.4 trillion of all 2012 ad impressions came during the fourth quarter of the year.

Three out of 10 display ads were never rendered in-view in 2012, according to a comScore report.

The report found that around six trillion ad impressions were seen last year. ComScore's report also covered 2012 trends in a variety of other markets like mobile and social networking. The 2013 U.S Digital Future in Focus report comes as part of an annual study by the research firm.

"ComScore research showed that an average of 3 in 10 ads are never rendered in-view, leading to significant waste, weaker campaign performance and a glut of poor-performing inventory that imbalances the supply-and-demand equation and depresses CPMs," said comScore in the report.

According to the report, about 1.4 trillion of all 2012 ad impressions came during the fourth quarter of the year. That figure represents a 6 percent year-over-year increase for the quarter.

Looking to 2013, comScore projects that publishers will begin to better use data to cut down on frivolous display ads. The firm projects that marketers will begin to use more targeted ads and use data that better shows the monetization ability of advertisements.

The new year projects to be a turning point for mobile. According to comScore, smartphones penetrated over 50 percent of the U.S. market in 2012. Over 52 million U.S. consumers also owned a tablet by the end of last year.

ComScore says last year's mobile device sales prove that media consumption is being fragmented across multiple screens. The firm's stats serve as a reminder to marketers that it's key to campaign across a variety of platforms.

According to the report, Facebook is quickly taking over consumers' free time. ComScore says that five out of every six minutes spent on a social networking site is on Facebook.

ComScore says that Facebook's growth and recent unveiling on Wall Street will be a boon for advertisers. The firm also expects Facebook to improve its standing on the stock market moving forward.

"2013 is poised to be digital's most exciting year yet as the growing ubiquity of digital platforms presents marketers with nearly endless opportunities to connect and engage with consumers," says comScore CMO and EVP of Global Product Development Linda Abraham.

"It's clear that the dynamics of the marketplace have fundamentally evolved through the adoption of smartphones and tablets and the increasingly 'digital' nature of all media. Navigating this changing landscape requires a holistic understanding of the key trends, underlying drivers and new opportunities that the digital ecosystem will bring in the year ahead."

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

James is a freelance writer and editor. In addition to ClickZ, his work has appeared in publications like V3, The Commonwealth Club, CachedTech.com, and Shonen Jump magazine. He studied Journalism at Weber State University.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...