‘How can marketers combat the mobile ad viewability issue?’ – ClickZ Blog
Mike O’Brien says, “The amount of money mobile marketers lose due to a lack of viewability is substantial, but unsurprising. Awareness of the imperfections within current industry standards can help limit losses.
Mobile marketers lost $10 billion during the first half of this year due to a lack of viewability, according to new research by mobile ad tech company S4M. Twenty billion dollars can buy you about 37 hours worth of Super Bowl advertising. In other words, a ton of money. How can brands lose less of it?
A look at the numbers
From January through June, S4M looked at 30 mobile campaigns, examining more than one billion impressions in both HTML5 and static formats. The company found viewability issues in nearly 20 percent of the ads in the HTML5 format, which were not seen or closed before being displayed. In the static format, almost 40 percent of ads were shown in unfavorable contexts – something like an ad for Delta next to a news item about a plane crash, for example”.
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