On-page placement – the missing metric
To discover whether on-page placement affected overall ROI, MarketingSherpa commissioned a study from Eyetools. The eye-tracking heatmap results demonstrated that placement does indeed have an affect on whether an ad is seen.
Ads placed below the fold werenâ€™t seen by 75% of Internet users, the study found. Even ads placed above the fold were only seen by 60% of Internet users.
Media reports donâ€™t currently provide information on where an ad is placed relative to the fold, unless buying premium placements such as leaderboards and skyscrapers. On-page placement would be a useful metric for marketers when assessing campaign effectiveness.
But, as Alexys Ruiz commented in a MediaPost article, while most marketers realise they pay premium CPMs for prominent placements, most donâ€™t assume the trade-off for buying lower priced ads is that they wonâ€™t be seen by the majority of Internet users. â€œYou’re buying with the goal that your impressions will be viewed,â€ he said.