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Advertisers wasted over £600m on non-viewable ads last year … Meetrics

Advertisers wasted over £600m on non-viewable ads last year … Meetrics

by on January 19, 2017

Viewability situation “not really improving”

UK advertisers spent about £606 million on online ads last year that didn’t meet minimum viewability thresholds, according to the latest quarterly benchmark report from ad verification company Meetrics.

In the final quarter of 2016, only 49% of banner ads served met the IAB and Media Ratings Council’s recommendation that 50% of the ad was in view for at least 1 second. This was the same figure as Q3, which itself was a marginal improvement on the 47% in Q2, but a noticeable drop from the 54% viewability level in Q1 2016.

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Research : Nearly half of online ads miss target audience … Nielsen

Research : Nearly half of online ads miss target audience … Nielsen

by on December 15, 2016

Mobile tends to be more accurate than desktop when targeting narrower groups

Only 53% of ad impressions served in the UK were viewed by people of the age and gender advertisers intended, according to a study of more than 44,000 campaigns across 17 countries by measurement company Nielsen.

The accuracy of ad targeting varies widely by sector, with travel marketers currently the most likely to reach their desired audience in the UK (doing so 66% of the time) followed by entertainment (64%). On the other hand, FMCG (40%) and retail (42%) marketers are most likely to struggle hitting their target audience.

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New Research Study : Online ads need to be viewable for 14 seconds to be seen / InSkin Media, Research Now, Moat and Sticky

by on September 30, 2016

Online ads need to be viewable for 14 seconds to be seen

  • Viewable online ads typically receive 0.7 seconds gaze time
  • Study reveals danger in optimising campaigns for viewability
  • Cluttered environments see ad gaze time drop 37%

An online ad needs to be on the screen for 14 seconds to have any chance of being looked at, according to a new study on the relationship between viewability, gaze time, ad clutter and people’s ability to remember ads.

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92% of European Consumers Demand Improvement to Online Video Advertising

by on September 9, 2016

Nine out of 10 (92%) European consumers agree that changes need to be made to current online video advertising in order to improve the viewer [more…]

“Brands are having their online ads misplaced” Mike Peralta, President of AudienceScience

by on September 13, 2012

We at theMarketingblog are going to be finding out the views of Mike Peralta, President of AudienceScience next week in a special five questions interview.

We would like to get your input. Have you any thoughts or ideas on these statements ...

  • How valid is the current concern that brands are having their online ads misplaced and aren’t being told where their ads are running.  Is it widespread, who’s to blame, what’s the risk, is it happening in the US and what’s the view there.
  • Online data – there’s an awful lot of it out there but neither seller nor buyer seems to understand its value and true potential.  Data is undersold, under-utilised and despite huge technology advances isn’t used to add value to campaign performance when it so easily could.

Finally do you want us to ask Mike a question?

Will Corry 01784 434 412 will@themarketingblog.co.uk

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