I always thought that 50% of money spent on advertising was wasted, but frankly I did not know if this number were reliable.
Well, now we know with absolute certainty that it is not.
Today we have evidence that if not half, at least 31% of investments in banner is useless, simply because the ads are not seen by anyone. But what does this mean?
According to a ComScore study, on 381,000 domains, and 1.7 billion impressions, it was found that:
1) Of all ads displayed on a site, about 4% - 15% are displayed in those markets where the product/service is not sold. This means that people are not interested on product, and then doesn’t convert well.
2) 69% of all advertising is considered “in-view”, and appears just for 1 second. One third of these, 31%, however has never been seen by the user. These percentages varies from site to site, from a minimum of 7% to a maximum of 91%.
3) 72% of campaigns that have been taken into account by Comscore, has had at least some banners questionable from the standpoint of the brand. These banners were close to published content that is considered “not safe brands” for the advertiser. In this case the advertiser’s brand could lose credibility because the page content is not suitable.
Average banner click through rates(CTR) have decreased in recent years. Now we discover that 31% is not even seen. So, based on this data to see how you can improve your conversions.
Image Credit: Arturo de Albornoz
