Could 70% of your digital display ads not be shown on screen?
MediaOne recently wrote a blog post stating that you could be and most likely are paying at least twice as much as you think to get your ad on screen and reach a prospective customer if you aren’t using a 3rd party company to measure your digital display ads are viewable. Some of the top companies are MOAT, Integral Ad Science and DoubleVerify (they went with DoubleVerify). This is a must do for advertisers because you obviously want your ads to be seen by people if you are going to pay for them.
The definition of a viewable ad according to MRC it is being at least 50% on screen for 1 second or more.
An IAS study as reported by MarketingCharts, ads run directly to a site are seen more at 60% while ads run programmatically are seen just under 50% (ads in view for >5 seconds drops another 15% or so). There is a way to overcome this for a small price – in most cases you’ll pay 25% more to be seen 50%+ more which is good ROI.
One thing to consider about these average viewability rates is that big advertisers using 3rd party measurement services are averaging over 70% viewability. So the math shows that smaller brands not measuring this are more than likely being seen around 30%.
This chart is the top level overview from MarketingCharts that shows figures:
In conclusion, find a media buying partner that uses 3rd party reporting to validate their viewability numbers for all campaigns, in particular programmatic display and video. MediaOne does make that a regular practice.