Viewability: Nearly Half of Online Ads Aren't Seen | Digital - Advertising Age
The latest data comes after more than a year of additional tracking by the company's Validated Campaign Essentials service, said comScore Chairman Gian Fulgoni in a presentation at the Advertising Research Foundation Audience Measurement 8.0 conference in New York on Monday.
ComScore counts 22 of the top 25 U.S. advertisers as VCE clients, including Procter & Gamble Co. and Kellogg Co. But the new data, suggesting that fewer people see online ads than previously thought, likely owe to the fact the service has branched out beyond premium publishers and blue-chip advertisers in the past year, Mr. Fulgoni said. At many "lower tier" sites, in-view rates are well under 50%, he said.
Experience at Kellogg shows viewability matters a lot: a 40% improvement in ad viewability produced a 75% increase in sales life from digital advertising, said Aaron Fetters, director of Kellogg's Insights and Analytics Solutions Center.