Mar 29, 2012

Many display ads are going unseen, study finds

ComScore has released additional data from its vCE Charter study, which found that almost a third of display ads were being served on out-of-sight areas of Web pages. The study found varied ad viewability across Web properties, with some sites serving all ads in-view, and some serving as few as 7% of ads in easy-to-view locations. That suggests marketers should include viewability as a key metric in validating their online campaigns, says comScore marketing chief Linda Abraham. WebProNews (Lexington, Ky.)