UK Ad Viewability Below 50%, Costing Advertisers £154m a Quarter
Summary
The article talks of how in the UK, advertisers are loosing great amounts of money over ads that aren't actually view-able and therefore do not actually form any sort of impact on the audience overall but also the audience that they are trying to target. If a ad is sufficiently view-able then at least 50% of the ad needs to be in view on the screen for at least one second. Most ads nowadays are either blocked by our ad blockers or internet security installations and therefore they are not being viewed.
Key Statistics
- Less than half of online ads served UK minimum view-ability threshold
- Not meeting minimum threshold is costing advertisers £154m based on IAB/PwC's Adspend figures
- Only 49% met the IAB and Media Ratings Council's recommendation that 50% of the ad was in view for at least one second.
- 49% is a marginal improvement on 47% from the second quarter of 2016
- UK remains behind other European countries in terms of view-ability levels:
-- France is at 60%
-- Germany is at 59%
- £615m wasted annually on non view-able banner ads alone
- View-ability levels for video ads are better at 68%, against a measure of 50% in view for at least two seconds
My Opinion
I think that advertisers need to figure out a way to basically make there ads almost irresistible to block. They should do some market research to find out what their audiences want from the ads that they are seeing on online websites over and over again and adjust there adverts accordingly. For example, if Coca Cola find that there target audience want interactive adverts then they should adjust there current ads to accommodate this. If they ensure that they are constantly changing their ads and accommodating what there audiences want then the money lose is less likely to be as large as they will actually see results from them as they are having an impact on the audience.
No comments:
Post a Comment