Here’s a new report by comScore to chill the blood of any digital media planner or buyer:
- Across all charter campaigns measured, 69 percent of the ad impressions were classified as being ‘in-view.’* The remaining 31 percent were delivered but never seen by a consumer, a likely result of a consumer scrolling past the ad before it loaded or a consumer never scrolling the ad into view. In-view percentages varied by site and ranged from 7 percent to 91 percent.
- An average of 4 percent of ad impressions were delivered outside the desired geography, but individual campaigns ran as high as 15 percent. In many cases, ads were served in markets where the advertised product is not sold, meaning wasted ad spend and sub-optimal effectiveness results.
- 72 percent of Charter Study campaigns had at least some ads running next to content deemed “not brand safe” by the advertiser, meaning that the content is deemed objectionable by the brand. This type of unsafe delivery has the potential to damage the brand, creating a difficult situation for all members of the digital advertising ecosystem.
These comScore findings are not, of course, a surprise to anyone in the industry. Falling CTRs due to ‘banner blindness’ is a very well know problem. Most people have seen ads for products in other countries, and ads matched against the wrong kind of content is a known issue.
Not a surprise, but in 2012 it shouldn’t be this way. In fact, with the scale of waste estimated by some to be as much as $12.4 billion a year in the US alone you could argue it’s simply unforgivable.
When we developed Respond we chose to address and solve these three issues head-on. Here’s how:
- Beating Banner blindness – The Respond call to action button is placed where it will be seen – typically just above and below the body of text. The design of the button format itself is also optimised for a maximum return – our CTRs are ten times higher than traditional display ads, and downstream conversions are better too, as consumers with the intent to buy use Respond to find the products and services they are interested in.
- Accurate Location Targeting – We use the context of the page and the location of the user to help determine which campaign to display (in addition to a number of other signals). You will only ever see a Respond button that is applicable to the region you are accessing the web. That means zero waste for advertisers, and no more missed opportunities for publishers to monetise their audience by location.
- Sensitivity Controls – Every campaign running through Respond has sensitivity controls in place to prevent inappropriate matches. Advertisers and publishers can fine-tune these controls to perfection.
We believe the above measures are the minimum viable requirement for a digital campaign in 2012. Put simply, we provide the tools to ensure your ad is seen by the right people, in the right place, and in the right context.
Learn more about advertising with Respond or adding Respond to your site – email firstname.lastname@example.org