Over 30% of Online Display Ads Go Unseen

There's an alarming amount of waste in online ad spending, according to new comScore research. The comScore study of campaigns by a dozen major brands found 31% of ad impressions are never seen by consumers. Why? Many online display ads are placed on parts of the web page that are never viewed by consumers. Ads classified as "in view" ranged greatly by site, from only 7% up to 91%. "This dilutes the impact of campaigns for advertisers and represents a drag on prices to publishers," said Magid Abraham, comScore CEO. "Conversely, some ads below the fold are quite visible and deserve more credit." For more details, see http://www.clickz.com/clickz/news/2139876/report-31-display-ads-unseen