Mobile Display, Internet Advertising and Viewability

Mobile display is proving its worth according to eMarketer. As for success metrics, mobile CTR surpasses online advertising norms while engagement with rich media ads have shown significant lift to brand metrics. U.S. advertisers are on track to spend $1.8 billion on mobile display advertising in 2012 and this number is expected to grow in 2013. Read More: Mobile Display Proves Its Worth
ZenithOptimedia predicts internet advertising will increase its share of the ad market from 18% in 2012 to 23.4% in 2015, while newspapers and magazines will continue to shrink at an average of 1% a year. The agency forecasts internet advertising to overtake newspapers for the first time in 2013, and then exceed the combined total of newspaper and magazine advertising in 2015. Read More: Zenithoptimedia Forecasts 4.1% Growth in Global Adspend in 2013
Recent research suggests that for ads that are not in-view, the difference in clicks is significant. MediaMind reported that overall, rich media ads boasted .22% CTR. However, for ads that were actually viewable—defined as 50% viewable for at least one second— CTR averaged 0.34%, a 54.5% lift. While viewability is an important factor in success, so are other factors such as engaging and relevant content, appropriate audience targeting, site quality, optimal reach and frequency levels, etc. Read More: Viewability Is Key to Clicks

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