Top 5 Local Ad Stats of the Week: Display Ads

While eMarketer estimates that U.S. spending on digital and mobile display ads will grow faster than any other format this year, there is still a lot of debate on the effectiveness of this form of advertising.  While these ads can be a strong way to build awareness, they have typically come up short in regards to driving consumer actions.

Low click-through rates, fraudulent impressions and the “fat-finger” issue in mobile have all contributed to uncertainty about the effectiveness of display.  Interest has shifted to native forms of display, which are proving to be a stronger alternative.  Additionally, smartphones are providing a platform for more relevant, location-based messages that tend to have higher engagement rates.

Here are some stats that highlight the pros and cons of digital and mobile display ads:

  • Targeted mobile display ads performed nearly 15% above the industry average. (xAd)
  • 54% of online display ads shown in “thousands” of campaigns measured by comScore from May 2012 – February 2013 weren’t seen by anyone. (comScore)
  • On average, display ads only gain around 1 click every 1000 impressions. (DoubleClick)
  • Fraudulent or fake display ad impressions account for as much as 30% of all online traffic today. (MdotLabs)
  • Native ads—units delivered within core content areas—were seen 47% more quickly than banner ads in traditional locations on the same pages. (Infolinks)

Be sure to check back next Friday for our next edition of Top 5 Local Ad Stats of the Week. In the meantime, have a great holiday weekend!

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