Ad Viewability: Challenges to FaceObviously, nothing is static in the current world, and the advertising industry is, actually, the embodiment of its permanent changes and modifications. The laws, rules and trends, dominant on the global ad market, are being constantly modified and updated, usually depending on the changes in audience choices and preferences. These alternations can include the variety of nuances, including ad formats, ad sizes, ad campaign types and, certainly, the best ad placements to opt for.
The latter have been for long differentiated into above- and below-the-fold ad spots, with the second option being generally considered the less beneficial one. At least, that’s how things used to be accepted in the past. As for now, the approach to ad viewability, and that’s what the differentiation of ad spots presupposes, is likely to change. In fact, some experts are confident of the fact that it will soon undergo really dramatic alternations and the importance of above-the-fold ad spots for marketers in all sectors will increase to a considerable extent.
The named reasons seem clear: as long as a particular ad is displayed below the fold, it’s absolutely invisible to website’s visitors, and, thus, there’s no point in buying such an ad placement. What was considered at least worthy of trying a few months ago can now lose any weight at all.
Do such pessimistic forecasts, concerning the effectiveness of different ad placements, lead to the death of below-the-fold ads? Well, if the analysts are right, their perspectives for the future are really discouraging.
Above-the-fold Ads: is the ad placement enough?
Let’s imagine, that a certain advertiser wishes to run an amazingly profitable ad campaign and is ready to pay for only above-the-fold ad spots, what are the chances that the campaign efficiency will be maximized?
Well, these are, certainly, high, but there’s no way that the best result is guaranteed, even if the seemingly perfect ad placements are selected for ad display. Again, the reason is clear: it takes about 5 – 7 seconds for an average website visitor to process an advertising message, which is why even if people see an ad, it doesn’t always mean that they notice or respond to it.
Such a pragmatic outlook might scare the marketers, of course, but a lot of experts, involved in the advertising niche, remain optimistic. According to Anton Ruin, Epom ad serving company CEO, for instance, the challenging realities only stimulate advertisers’ creativity.
“In case a company chooses interactive rich media for an ad campaign and precisely targets its potential clients, the results will be encouraging, without any doubt. The more competitive today’s market gets, the harder it becomes to guarantee success, but it’s possible, if an advertiser is ready for changes. Fortunately, any company can now apply a wide range of tools to improve their ad campaign performance. Epom, for example, currently offers a vast array of targeting options and allows using the most innovative rich media, all of which will, undoubtedly, be beneficial for advertisers.”
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