Besides agency fee transparency, ad viewability has been one of the hotter topics in the advertising community. There have been several reports that suggest that the majority of ads online are not seen by people, but by bots crawling sites across the web. Due to that fact, brands and advocacy groups are mounting movements for the "100% viewability" notion, indicating that any ad a brand pays for should be seen.
At least — have the opportunity to be seen.
But are there statistics out there that show the benefits of video ad viewability?
Google comes to the rescue.
Google, one of the largest online advertising platforms in the world, released a report done in April 2015 that examines how brands can use video advertising effectively.
Below are a couple of highlights.
1. The average ad viewability across the web (not including YouTube) is around 54%. The viewability rate on YouTube is significantly higher. YouTube benefits from the first-mover advantage in terms of being a platform that everyone thinks of, and for the fact that it is a Google product, and a product that Google wants to succeed.
2. Ad viewability across the web is significantly higher on mobile and tablet platforms than on desktop. Though this research would indicate that the move to mobile and tablet is inevitable, we would venture to guess that the demographics of people who watch video or come into contact with video ads would be the ones more likely to have a tablet or mobile access in more cases than having a desktop.
3. Size and location matter. The infographic shows the two most popular sizes of ads, as well as which places on the website are the best for an ad to be seen. It makes sense that the bigger the ad, the more likely it is to be seen. Also, when looking at the location, the infographic shows that the most popular location would be the center of the screen, near the top. Again, not rocket science, but it's nice to see research that backs anecdotal evidence.
All in all, brands should continue to invest in video advertising. It's exciting, informative, and has a much bigger upside than it does a downside.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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