Australia lags behind other markets with more than half digital ads not viewable
Viewability rates for digital ads in Australia are lagging behind many other major markets, while the risk of brands appearing on adult and violent sites is higher, a new survey has claimed.
The report found that just 49.3% of digital ads served locally are viewable with a brand risk measurement of 12.7%.
Both figures compare poorly with the four other markets in the study.
Interesting article thanks. Also worth remembering that broadcast TV ads are uncluttered, 100 per cent viewable and take up 100 per cent of the screen.
@ThinkTV – I’m sure they’re on the screen whilst I go for a pee and get another drink. Can you measure that?
…and with foxtel iQ you can skip through a 30 sec TV in 1 second… or if you are a traditionalist, go make a cuppa…
Reasons or examples of why they are not viewable would be good, e.g. under the fold? Also a definition of Programmatic ads would be welcome for the uneducated marketing folks.
What does this really means – i.e. does it mean the programmed ads (run by scripts or auto bid systems) usually by large agencies are ripping us off rather than doing it manually by placing ads with the online asset providers directly with their sales departments?
Wow Anonymous. You should go and see a doctor if your bladder is that weak that you have to pee in every ad-break.
Of course people go to the toilet and make a cuppa when the ads are on – they are human and you can see around an 8% drop during ad-breaks when you look at the minute-by-minute data.
Also Anonymous … I assume that you sit glued to your computer/tablet/smartphone screen, and always with the volume up, single browser open with just one tab, or a single app running.