Infectious Media today released an infographic on the viewability of digital advertising. It quotes comScore figures from “real-world” digital campaigns stating 54% of advertising delivered goes unseen. The infographic suggests that advertisers can fight this tendency, saying “optimising to viewability can deliver 50% uplift in ads seen.” It goes on to indicate these higher rates of viewability drive increased action through the effect of accumulated ad-views.
“With a move to marketers only paying for adverts that are seen, this infographic highlights a sea change in online advertising,” says Attila Jakab, Client Services Director at Infectious Media. “Brand marketers are able to use this approach to safeguard the quality of their advertising inventory, whilst performance marketers can benefit from the increased response that is triggered by more viewable advertising.”
The data in the infographic covers the period between June and July and was collected from real-time advertising campaigns Infectious Media delivered across sites in France, Germany and the UK.