The many ways people are ignoring your ads
Contextual relevanceWhen advertisers focus on the brand message, creative, and ad format -- but forget to ensure the relevance of media placements -- they unknowingly aid users in ignoring their ads.
The most obvious thing to consider is contextual relevance between the brand and the site where the ad is placed. Consider a U.S. based national hamburger restaurant chain targeting men 18 to 34. Even with a perfect message and enticing creative, if the ad ran on a "mommy blog," there is a slim chance that users (mostly mommies) will engage. Now consider the ad was served to users in Australia where the chain doesn't even have any restaurants -- the ad is sure to be ignored by the Australian users due to complete lack of relevance. This advertiser has a higher chance of getting its ads noticed on sites that are contextually relevant to the user's interests (such as a sports site), while ensuring the ads are served in the appropriate geo location.
ViewabilityAnother critical reason for ads missing their target is ads that are not "in-view." The common web page layout is designed to fit as many ads as possible. Consider how long some web pages are and how often you actually have the interest or patience to scroll all the way down to the very bottom. Ads that are placed out-of-view are ignored by definition and are useless for advertisers. With more than 50 percent of ads never in-view, we make it easy for ads to be ignored. The numbers are astonishing. However, the viewability cloud has a real silver lining: The industry has now taken action to help advertisers and publishers find a common ground, where ads purchased have a better chance to be in-view. Earlier this year, the MRC lifted its advisory against transacting on viewable ads. This is a step in the right direction to reach a more accurate and effective industry measurement.