In 1994, AT&T ran the first banner ad on the site now known as Wired.com, asking, “Have you ever clicked your mouse right here? You will.” It reportedly had a 44% click-through rate (CTR) — and from there, the digital advertising industry was born. Today, the average CTR is somewhere around 0.2%, so the time has long gone since marketers could rely on sheer novelty for clicks. But that’s not to say the format hasn’t…
Viewability has become one of the hottest topics among today’s marketers. With 54% of display ads never being viewed, it’s obvious why. In this post, we cover what it is, why it’s important, and more.