Online Ads, Google Study, Viewable Instead of Served Impressions

Google: "thanks to new advancements, we can now measure which digital ads were actually viewable on screen" --
Google Ads Viewability Study infographic

source: Google - Viewability Insights for Digital Marketers and Publishers" study, November 2014
  • Over half of online ad impressions are not visible. 
  • 56.1% of all display ad impressions never appear on a screen.
  • A small number of publishers are serving most of the non-viewable impressions.
  • The average publisher viewability rate was 50.2%. 
  • The most viewable ads are vertical ones--the most viewable ad units are vertical ones (users scroll vertically down web pages). 
  • Ads that were 160×600 pixels and 120×600 pixels are viewable around 53% of the time.
  • Ads 300×250 are viewable just 41% of the time, on average.
Full research deck:  http://think.storage.googleapis.com/docs/the-importance-of-being-seen_study.pdf

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