Tag Archives: Online ads

Metrics of online ads questionable at best

713644918_reality_check_xlargeIn recent years the various participants in the online ad industry have bickered over “viewability”: webpages are usually bigger than the screens they are viewed on, so if a reader sees only part of an ad on his screen, for a fraction of a second, how much should the advertiser pay? The Media Rating Council (MRC), which sets the rules for audience measurement, now considers a display ad “viewable” if a consumer can see half of it for at least one second. Continue reading

Response to online ads is often not a click

onlineadsurveyFrom the choicestream survey: CONSUMER OPINIONS on ONLINE ADVERTISING & AUDIENCE TARGETING comes this great take away :  response to ads is often not a click,  56% of online response to ads is made through search or browsing, while only 44% of consumers respond to ads by clicking on the ad. These non-click responses can lag days behind the ad impression and retargeting ads are not always on target as only 2% of respondents had made a purchase because of retargeting ads . On the other hand, 44% of consumers were negatively affected by high frequency retargeting ads.  Continue reading

Issues arise in online ad effectiveness and tracking

adtrapThe new  AdTrap device intercepts online advertisements before they reach any devices that access your Internet connection, allowing you to surf the Web — even stream videos — without those annoying ads.  AdTrap, a white rectangular box that resembles a wireless router and costs about $120, intercepts the ads before they reach the laptop, tablet or mobile phone. The question is will consumers pay for a device like this or will they continue in large part to ignore online ads ? Continue reading