The debate surrounding ad visibility in digital environments is one of the most heated in the online marketing world . And a recent study carried out in Germany by the native advertising platform Outbrain adds fuel to the fire of this heated debate (which seems destined to continue to “burn” in the future).
various ads that were rated as “viewable” according to IAB standards. According to the IAB, an ad is considered viewable when at least 50% of its pixels are displayed on the screen for a period of one second or two seconds at a time.
The conclusion of the Outbrain study? That online ads (even if they only briefly catch the eye of the user) unfortunately leave no trace in their memory. 69% of consumers surveyed admit that they cannot remember the advertised brand after coming across an online ad.
From Outbrain's point of view, the current definition of viewability in the algeria phone number online advertising arena is clearly flawed. "We see a major challenge in our industry when it comes to measuring viewability in relation to engagement ," explains Liesbeth Mack-de Boer, Managing Director of Outbrain for Germany, Austria and Switzerland.
Without a good user experience, there is no visibility worth anything.
"Instead of focusing on engagement metrics , brands pay a high price for ads that, while considered visible, barely reveal their influence on the consumer," adds Mack-de Boer.
Another conclusion of Outbrain's research is that 56% of consumers are not averse to digital advertising. Even so, 93% complain that many brands insist on constantly interrupting their experience on the Internet . The conclusion? That online advertising should in no way torpedo the user experience on the Internet (something it does, however, persistently).
On the other hand, 49% of consumers consider relevance to be the most important criterion when interacting with online advertising . In order for users to agree to treat online ads with their engagement, it is also important that they are related to current content (24%), that their graphic elements are attractive (14%) and that their title really attracts attention (13%).
" Intrusive ads are not only systematically ignored, but can also result in advertisers being perceived very negatively by consumers," warns Mack-de Boer.