An article this morning on The Drum discussed concerns from advertisers over digital ad viewablity.
Digital advertising has drawn a huge portion of ad dollars away from print over the past decade. Its transparency, click/conversion tracking capabilities, distribution potential as well as granular targeting have won over the minds of most marketers. But, digital advertising is not perfect, and advertisers are starting to have some serious concerns about how often their digital ads are actually seen.
According to Digiday, “up to 54 percent of (digital) ads aren’t viewable“. That means marketers are wasting up to half of their digital advertising budgets are ads that will never be seen by anyone.
In the course of this article, Robert Thompson, the CEO of News Corp. made a great point in favor of print ads –
“As I’ve said before and it’s worth emphasizing again, every print ad is 100% viewable.”
So true. Not only are print ads 100% viewable, but they’re also acted upon. From just the ads we place in print, we see thousands of phone calls a day. Print ads are less intrusive. Print ads have longevity. Print ads deserve a bigger place in the minds of marketers.