New research by Sticky reveals 77% of online ads are never seen

Sticky, a global media tech company, tracked 500 consumers across 25 different websites with 25 different brand ads (such as AT&T and Garnier) and found that 77% of online display ads are never seen – 54% were ‘technically impossible to see’ while the remaining 23% were ‘viewable but not seen’.

It also found that consumers spend an average of 1.7 seconds looking at the ads across all brands and sites.

According to Sticky President, Jeff Bander: “Brands have mere seconds to engage their consumers, assuming their ad is seen at all. Our results suggest that while “viewability” lets you know if your ad has potential to be seen, Sticky will tell you whether it’s definitely seen or not.”

Also commenting on similar stats in a recent article published by The Wall Street Journal was Suzanne Vranica, who wrote: “An astounding 54% of online display ads shown in “thousands” of campaigns measured by comScore Inc. between May of 2012 and February of this year weren’t seen by anyone, according to a study completed last month. The finding implies that billions of marketing dollars are being poured down a digital drain.”

Check out Sticky’s infographic here for more information.