Are Online Ads Wasting Half of your Marketing Budget?
Well, those of you who have been well acquainted with internet advertising for a while wouldn’t be surprised at this but actually, there is a major possibility that you are wasting nearly half of the money that you spend each year on online ads.
How? Let me break it down a little; it has been revealed recently by Google itself that almost half of the ads that are paid for by advertisers, are not ever seen by the target audience for a second or more.
A recently released infographic by Google researchers has detailed how ‘thanks to new advancements, we can now measure which digital ads were actually viewable—on screen.’ The survey done by them was based upon ‘a study of our display advertising platforms, including Google and DoubleClick.’ Based on their findings, the bottomline is:
A small number of publishers are serving most of the non-viewable impressions; 56.1% of all impressions are not seen, but the average publisher viewability is 50.2%.
However, you should know the keys to this study. In here, if half of an ad’s pixels are viewed for more than one second, it is considered as as ‘viewable ad.’ Everything below this is considered to have missed the eye.
So doesn’t that mean if you have spent $10,000 on Google Ads, $5000 of them have gone down the drain? Such a huge amount of the marketing budget is being wasted, but what is the way around to this? As a famous marketeer once said, that half of a marketing budget is wasted but we don’t exactly know which half it is.
Surprisingly, this is not the first time when something like this has come up. Previously it was by ComScore last year that 46 percent of the total ads that are run on Google are never met with a viewer’s eye.
Last but not the least, things like these cannot be taken lightly because we all know how a major chunk of today’s business relies on the Internet resulting in a large amount of expenses relating to online marketing. Quantifying this gives you almost 20% off the total business spendings which equals almost 90% of the earnings that are being made by Google and Facebook.
Oh and isn’t it interesting how Google itself has come up and shared these figures with us? Seeing how this is directly undermining quite a lot of assumptions being made by the advertisers regarding Google Ads.
What do you think?