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.