Top 5 Local Ad Stats of the Week: Display Ads
May 23, 2014 | Contributed by: Joe Morsello
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!