Google Says 46% of Web Video Ads Are Never Viewed
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Digital was supposed to fix that old adage about an advertiser knowing that half of its ads are working but being unsure about which half. Instead advertisers are scratching their heads over whether half of their ads are even seen.
Typically the industry’s viewability discussion focuses on display ads. Static banners can be appended seemingly anywhere on a site, including tucked out of view in order to juice the number of ads on a page (and the money a publisher can make per pageview) without making the part of the page most visitors see look like Times Square. That practice is so pervasive that Google said last year that 56% of the display ads it served on its own and others’ sites never appeared in view on someone’s screen.
But it’s not only display ads. Video ads are often put on the viewability backburner because most video ads are thought to run inside a video player, usually before or during the video someone has chosen to watch.
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