And 25% of that*, so about $30 Billion was spent on display advertising.
Google has just reported that 56.1% of all display ads are not seen at all.
Even worse than that, ‘a display ad is considered viewable when 50% of an ad’s pixels are in view on the screen for a minimum of one second’, are you fucking kidding?
So by my overall calculations…. that is one massive waste of money, tantamount to fraud.
Sources:
Warc, Global Ad Trends 2014
Forrester Research, Interactive Marketing Forecasts
Google, The Importance of Being Seen: Viewability Insights for Digital Marketers and Publishers
*I know the Forrester data is just for the US but I thought I could use it as a guide, if you are aware of the exact global figure and would like to share that would be great!
