Complying with viewability standards improves click rate, study finds

11/29/2012 | eMarketer

Rich-media ads have an average click-thru rate of 0.22%, according to a MediaMind study. That figure improves to 0.34% -- an increase of 54.5% -- when ads meet viewability standards, and are at least 50% viewable for a minimum of one second. More viewable ads also had markedly better post-click conversion rates, the study found. "Perhaps one lesson here is that more expensive placements simply get better results," notes eMarketer.

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