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Display ads: Difficult to measure in online marketing

For those using display ads in B2B marketing, it's likely standards will become a bit more stringent in the coming year. This will especially be the case for organizations that use Google's DoubleClick Ad Exchange. The overall focus for Google will be on viewability measurements and reporting features for companies (1).

Given the rise of video in display advertising, more organizations are looking for more accurate data in relation to how customers interact this type of content. Display ad impressions are a central metric for many online marketing professionals who use them to build brand awareness. However, impressions are a metric that can be rife with fraud, as 56 percent of digital ad impressions never occurred.

Officially, the way a display ad is judged as viewable is if 50 percent of its pixels are on a buyer's screen for more than a second (2). At the same time, the location of a display ad is critical to earning impressions. Those that get the most views are placed just above the fold. What's more, ads with a more vertical orientation earn more impressions than horizontal ones.

1. "Google Goes All In On "Viewability" For Display And YouTube Ads"
2. "Four Factors That Affect the Viewability of Digital Display Ads"

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.