News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Report: Ad viewability up, fraud levels down
News is mixed for the first half of 2013 from an advertising, but is perhaps skewing slightly toward the positive. According to new data out from the Integral Ad Science Q1-Q2 2013 Semiannual Review consumers are seeing ads more easily while fraud has taken a little slide.
Metrics like viewability are important for brands who need to know not only that Ad A was 'placed' on Website C but that it was 'in view' of the readers of that site. The Semiannual Review from Integral found that most (61%) of direct-placement ads were 'in view' for at least 1 second; reviewers also noted that overall viewability was up 43% (networks) and 40% (exchanges). Those are the positives, but the report also notes that more than one-third (37%) of RTB bids were made on sites in which fewer than 20% of ads were 'viewable' by consumers.
Other interesting findings include:
• Fraud levels dipped to 20% (exchanges) of impressions, a 10% decline YoY
• 13% of ads 'collided' with another ad from the same campaign
• Shopping sites took the highest TRAQ scores (average) as well as the lowest fraud risks
• 3% of pre-roll video ads were found 'suspicious'
• 40% of in-banner video ads place through exchanges were found 'suspicious'
"[Ad] buyers and sellers cannot effectively improve issues like low viewability and fraud, especially across exchanges, unless they leverage key actionable information about media quality before they bid," said Scott Knoll, CEO of Integral. "The more we as an industry can use data science to uncover and eliminate poor quality impressions in real time, the closer we can get to truly understanding which ads have a causal impact on performance, ultimately leading to less waste and unprecedented ROI."
- Top 3 design tips for mobile email
- Cyber Monday: Hottest ever revenue day
- Long? Short? Which headline length generates the most click-throughs?
- comScore: U.S. smartphone ownership reaches all-time high
- UK retail websites struggled to cope with Cyber Monday traffic peaks
- Twitter ups ad relevancy with Tailored Audiences
- Research reveals poor uptake and awareness of NFC payments
- Facebook far and away most frequently used mobile app
Featured White Papers
- 5 Questions About Managing Social Media that You Should Ask Your Agency
This white paper provides you with 5 questions you should ask agencies to help you separate the real candidates from...
- 10 Tips to Rock the Twittersphere
Engagement on Twitter can help companies build brand awareness, strengthen customer relations and cultivate brand advocacy. These 10 tips lay...