Over Half of Online Display Ads Unseen, Per Google

Online advertisers potentially throw away half their budgets paying for display ads that go unseen, per a new Google study. Business Insider recently reported that Google's analysis of its own display ad platforms found a whopping 56.1% of all impressions served could never have been actually seen because they were served outside of the browser window. Of course, if advertisers buy on a cost-per-click basis they are not paying for those lost impressions, but expected response is slashed regardless. What are the factors determining viewability per Google's study? Page position is an obvious issue. Google found that the most viewable ad position is right above the page fold (the lowest point on the page before a user has to scroll) rather than right at the top of the page as many advertisers assume. Above the fold is still not always viewable, but it’s the most likely place for an ad to be seen. Another factor impacting viewability is ad size. Bigger is better, and vertical ads garner the highest viewability rates, probably because they stay on the page longer as a user scrolls. The targeted content vertical also makes a difference to viewability. Sites associated with the most captive engagement levels—reference, online communities and games—have far higher viewability scores than content about food and drink, news or real estate, for example. For details of Google's online ad viewability statistics, see the Business Insider article at http://www.businessinsider.com/google-display-ad-viewability-study-2014-12

It's Full Speed Ahead for Mobile Coupon Use

Coupons are forecast to be mobile marketing's rising stars this year and beyond. As pointed out in a recent Target Marketing Magazine blog post by mobile industry veteran Greg Hoy, mobile coupons are redeemed 10 times more often than print coupons and mobile coupon users, set to reach 53.2 million in 2014, are forecast to post double-digit growth rates annually through 2016 per Business Insider stats. In fact, eMarketer has predicted that by 2016, mobile coupon users will represent nearly 83% of all digital coupon users, notes Hoy. So it would be a smart business-to-consumer marketing strategy to either initiate a mobile coupon program, or beef up existing mobile coupon efforts. Make sure that tablets are front and center in any plan, urges Hoy, noting that, according to eMarketer 2014 estimates, 80.2% of mobile coupon users redeemed with a tablet, compared with 75.4% using a smartphone. Look for other digital channels allowing easy access to coupons via mobile, too, such as mobile apps, daily deal and group buying sites, e-mail and social networks. Where appropriate, test geo-targeting; retailers are reporting high redemption rates from geo-targeted SMS-delivered coupons sent to shoppers close to stores, Hoy notes. Finally, consider using mobile coupons to boost loyalty programs, suggests Hoy, citing findings of a 2014 Bond Brand Loyalty poll that a better loyalty program would lead 6 in 10 millennials to switch brands and two-thirds to change when and where they shop. Targeted mobile coupons may be just the reward to tip the loyalty scales for mobile-savvy millennials. Read the complete post at http://www.targetmarketingmag.com/blog/extending-your-mobile-marketing-strategy-through-coupons