What’s worse than finding out that your latest ad campaign isn’t as profitable as you would have liked it to been? How about knowing that only 50% of people are actually seeing your ad in the first place! In a recent post at , there is a study released that says up to 50% of ads are never even displayed, yet you are still paying for them.

The research comes from Panos Ipeirotis, an Associate Professor and George A. Kellner Faculty Fellow at the Department of Information, Operations, and Management Sciences at Leonard N. Stern School of Business of New York University. He started looking at visibility metrics for online ads over a year ago and has since been analyzing over 1.5 billion ad impressions a day. His high level findings:

  • 38% of ads are never in view to a user
  • 50% of ads are in view for less than 0.5 seconds
  • 56% of ads are in view for less than 5 seconds

To get a better understanding on how fast ads are displayed within .5 seconds, be sure to watch the quick video below. I bet you won’t know what the banner is for during the first glance!

Be sure to read the full story at MThink to get a better understanding of how you can improve your ad campaigns and make sure that you are not wasting 50% of your ad inventory on banners and placements that aren’t even being seen.

Zac Johnson is a online marketer with 15 years of experience and also a blogger at BloggingTips.com and ZacJohnson.com, as well as the author of Blogging Tips: Confessions of a Six Figure Blogger on Amazon.com.

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