With such a glut of impressions from all media and the number of impressions with which people are bombarded with every day, ad impressions don’t matter anymore. It’s an arcane notion that’s a holdover from a time when there wasn’t as much media. There’s a big difference between seeing an ad on a page of content that contains one uninteresting paragraph and twelve ads, and seeing a single ad on a page that is relevant to the ad and covers a topic for which the user is highly passionate and engaged.
Internet users don’t really read content online, at least according to a study by Dr. Nielsen on reading behaviors of people on his website. His analysis shows that people only read 28% of the text on a web page and decreased the more text there is on the page. Here are some rules to follow when you have a lot of content. In an ADHD online environment more content might actually hurt you than help you. If users have to scroll more than once to read your content you’re already in trouble.