Viewability Metric Favors Persistent Rich Media Formats - eMarketer

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Viewability Metric Favors Persistent Rich Media Formats

Commercial breaks and floating ads most likely to result in viewable—not just served—impressions

March 19, 2013

Rich media ads are not the most common online display format, but they are popular and on the upswing. eMarketer estimated in December 2012 that $1.82 billion was spent in the US on rich media ads that year, up from $1.65 billion the year before. And this year the format is expected to attract more than $2 billion in spending from US advertisers.

According to research from DG MediaMind, not all rich media ads are created equal. Those rich media formats that are the largest or most persistent also tended to be most viewable. Overall, 63% of rich media ads served worldwide by the network in September 2012 were considered viewable. Ads like commercial breaks and floating ads with reminders performed significantly above average, with more than nine in 10 placements classified as viewable.

On the other side of the spectrum, enhanced standard banners and polite banners performed worse than the average by this metric.

Viewability Rate for Rich Media Ads Worldwide, by Format, Sep 2012 (% of rich media ad impressions served)

Different industries also enjoyed varying levels of success with rich media ad viewability. Rich media ads purchased by firms in the travel industry were most likely to be viewable, at 10 percentage points above average, while those in the financial vertical were only seen half the time.

Viewability Rate for Rich Media Ads Worldwide, by Industry, Sep 2012 (% of rich media ad impressions served)

An ad served is worth little if it’s not seen—let alone if it’s not even able to be seen. As advertisers continue to put money toward digital campaigns, and look for more measurability and accountability for their dollars, metrics like viewability could gain more traction. The wide spread of performance levels across industries and rich media formats suggests that some brands will be refining their use of rich media display ads in the interest of getting more bang for their buck.

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Check out today’s other articles, “Slight Gain in Share for Local Digital Radio Ad Spend” and “In Germany, Tablet Use Will Surge in 2013.”


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