Thursday, November 29, 2012

Viewability Is Key to Clicks



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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