With The Guardian revealing this week it is trialling a time-based advertising model, the attention minutes currency is gaining ground as marketers question the true relevance of an impression. Digital advertisers needed a currency and it just happens the impression was the perfect fit.
The Internet Advertising Bureau’s (IAB) Viewable Impressions guidelines state that 50% of the pixels in a banner must be visible for one second to qualify as an impression. And ad agencies are generally eager to inform clients on the volume of clicks their banner ads have received. However, the IAB also knows how skewed this logic can be having previously admitted that a third of all digital ads are fraudulent.
The waters for impressions get even muddier when you consider Google’s claims that more than 56% of impressions are not viewable. And according to recent research from Lumen, which used 300 consumers’ laptops to collect visual data of their browsing habits, only 35% of digital display ads received any views at all. Of those, only 9% of ads received more than a second’s worth of attention.
Bron en volledig artikel: Marketingweek