Information on page context and ad viewability is quickly becoming even more valuable, given industry trends that AdSafe recently discovered around the specifics of ad viewability in relation to ad location. Ads served in what are considered premium, above the fold placements may not necessarily be viewed by a user depending on device type or browser settings. Alternatively, ads considered below the fold may in fact be viewed in a more contextually relevant environment -- given a specific page's content and layout, as well as how far down a page a user scrolls. With this viewability model in mind, AdSafe's new ratings metrics take into consideration web browsers, monitor sizes, screen resolutions, ad size, the placement on the page the ad is being served to, the amount of time a user spends on a page and the likelihood a user will scroll until the ad is in view.
By analyzing over a billion impressions through its systems on a daily basis, AdSafe recently identified the following metrics:
- Across all types of sites, approximately 38% of ads are never in view to a user, and nearly 50% are in view for less than 0.5 seconds.
- On average, ads are in view 1.82x longer on media sites than on news sites, and about 43x longer on media sites than on various other types of sites.
- Ads are in view for an average of 8.13 seconds on media sites, and 4.52 seconds on news sites.
Read more: http://www.digitaljournal.com/pr/484692#ixzz1dJmp7ySV
