Are you so used to ads on Web pages that you skim right past them? If so, you are hardly alone. The Internet data crunchers over at comScore released a study showing that Wb surfers don’t even have the chance to see 31 percent of the ads that go up. Often the graphics or video take so long to load that the viewer has moved on before they appear. In other cases, people don’t scroll down far down enough on the page to see them.
12 “national advertisers” were part of the study, according to comScore, and the numbers were based on 18 ad campaigns that they did. Viewer attention did vary, however.
And of course, this says only how often an ad crossed someone’s field of view, not if they actually focussed on it or were interested.
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