30% of Display Ads are Too Far Below the Fold
A U.S.-based study of 12 national advertisers found that, on average, only 69 percent of the ad impressions were delivered in-view*. The remaining 31 percent of ad impressions never had the opportunity to be seen by the consumer, a likely result of a consumer scrolling past the ad before it loaded or a consumer never scrolling the ad in to view.
Across all 18 campaigns evaluated in the study, in-view rates ranged from 55 percent to 93 percent, demonstrating varying degrees of wasted impressions.
*In-view is defined as at least 50 percent of the ad being viewable for at least one second.
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