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.
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!