Marketers Tweak Display Ads to Improve Visibility

Marketers are spending  plenty of money running display ads. They’re making decisions about page websiteplacement, ad size and what to include for visuals in order to attract attention. Sticky has released a new infographic that explains just how challenging it is to get display ads noticed and what marketers should do to increase their visibility.

The digital display ad market is valued at about $9 billion annually. In the course of a typical month, consumers who view digital content are bombarded with an average of 1,707 ads.  But not every ad is displayed or seen. Here’s how Sticky believes the market breaks out:

  • Ads that are not exposed to users: 54%
  • Ads that are exposed but not seen: 32%
  • Ads that are seen: 14%

Rough calculations indicate that $8.4 billion in digital display advertising is wasted. But, there are ways for marketers to improve this outcome. Marketers first need to address ad placement and size.  Larger ads are more likely to be seen and watched for a longer period of time.

Consumers are accustomed to ad displays appearing in specific places. For example, more consumers will notice an ad that appears below instead of above the top menu bar.

People are basically social and are automatically drawn to faces. Displaying  faces of people or animals will increase the number of consumers who pay attention to an ad. Researchers have also discovered differences between men and women when it comes to which part of the ad they look at first.  Surprisingly, women first look to the chest region of people who are featured in ads.  Men tend to be drawn immediately to faces.

Whatever else marketers do, they should know that display ads hold a viewer's attention for an average of 22% of the time that it is active on the screen. As a result, the most important aspect of the message should be delivered quickly.

To learn more about Internet Display Ad Responders, check out the AudienceSCAN report available on the Research Store at ad​-ology​.com.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.