Report reveals 54% of display advertising goes unseen… is content the answer?

A recent ComScore report has produced an astounding statistic: 54% of paid impressions for display advertising are never seen.

Over half the impressions an advertiser is paying for don’t technically exist due to them being out of view of user whose impression they are paying for.

For those affected, which we assume is nearly all if the ComScore research is robust, that means they have overpaid by double for all of their display advertising. No matter how much CPM rates are coming down and making display more affordable, that’s a bitter pill to swallow.

The display advertising industry is taking steps to improve: with the introduction of viewability metrics into pricing models the “˜quality’ of the impressions an advertiser pays for should improve. But is that enough?

Creative, well-executed display advertising can be highly effective.

But what future for the poor old 468×60 if advertisers lose confidence it was ever getting seen in the first place?

Could this be another nail in the coffin for the less effective forms of paid advertising, and yet another reason to be investing in a well-planned content strategy?

Let’s look at the pros and cons:

  1. Long form engaging copy – vs – small ineffective ad units
  2. Full visibility – vs – questionable visibility
  3. Positive brand association – vs – zero brand impact
  4. Good social interactions – vs – zero shareability
  5. Pay once for production and outreach – vs – pay for every impression

Of course, our passion for content at Tecmark makes us slightly biased in this assessment.

But for those advertisers who’ve long questioned the impact of display advertising, or don’t have large-scale budgets to invest heavily enough to get results, channelling what budget they do have into content marketing could be a wise decision.


Yes! Get My Four Free Ebooks Now…

If you enjoyed that article, here are some more you might like:

Latest from Tecmark

Do you know if your website is safe? It’s a valid question given the current climate of leaked personal details and how some companies handle the information of their customers. With new GDPR compliance coming into play in 2018, many companies are taking extra precautions to ensure their customers’ data is safe. You may have […]

Happy New Year everyone! As we all know the transition into the new year is a time for reflection, hope and new beginnings. However, it often brings with it a descent into copywriting madness, with god-awful clichés often popping up out of nowhere – yes we’re looking at you #NewYearNewMe crowd.

When it comes to building a decent website, content really is still king. The key to creating decent copy that not only draws readers to your site, but also gets your brand message across, is to make it compelling. You want to create something that’s actually worth reading – not just a scrambled up splurge […]