This article discusses the importance of rich media ads actually being seen
by people. Overall, rich media ads have
an average click through rate of 0.22%. However,
for ads that were actually viewable—defined as 50% viewable for at least one
second—click through rates averaged 0.34%, a 54.5% lift. Not surprisingly, the higher click through
rates also lead to higher conversions.
Altogether, this research reinforces the importance of ads being above
the fold on webpages. However, this top
placement can be very costly, so marketer should ensure that their ads are as
targeted as possible. Another interesting
finding is how the size of the ads has an effect on click through rates. AdSafe Media found that the most vertical ad
units, wide skyscrapers (160 x 600), saw the greatest number of in-view
impressions, followed by the common medium rectangle (250 x 300) and finally,
leaderboards (728 x 90).
http://www.emarketer.com/Article.aspx?R=1009510&ecid=a6506033675d47f881651943c21c5ed4
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