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BizReport : Advertising : April 11, 2008
MarketingSherpa: 75% of users don't see ads below the fold
It appears that most online ads are not being viewed by the consumers they are targeted to. According to a recent report from Marketing Sherpa, only about 25% of consumers see online ads "below the fold". This is true whether a site has high traffic numbers or not.
The report found that even with ads which are placed above the fold (viewable to 100% of consumers who log on), only about 60% of users see those ads. Below the fold ads, viewable to about 70% of the online population are only actually seen by about 25%.
This indicates that marketers need to take into account the placement of their online ads in addition to which sites will hold their ads.
With more and more ads placed online through advertising networks, this could be hard to do. Most online ad networks are for remnant inventory; the placement could be above or below the fold, on the right or left or on interior pages rather than landing pages, making it even harder for users to engage with the ads.
To offset this dismal outlook, marketers need to consider more carefully where ads are placed and take special care in the creation of online ads.
Tags: online advertising
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