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Stats on how often a Display ad isn't "viewable"

Follower ✭ ✭ ✭
# 1
Follower ✭ ✭ ✭

The threshold for a Display Ad being considered viewable seems really low. 50% of an Ad being seen for 1 second? How frequently does this NOT occur? If an impression like this is going to be more expensive I would need to give good reasons to my clients why is makes sense to pay more for half of their ad to be viewed for 1.1 seconds.

Are there any statistics on how often this happens?

Stats on how often a Display ad isn't "viewable"

[ Edited ]
Collaborator ✭ ☆ ☆
# 2
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@Scott C

 

re: "an impression like this..."  Those impressions are technically not more expensive. Active view CPM is just a recalculation with those impressions only and your spend.  If your client is concerned about this, bidding CPC would be the way to go. That way they are only paying when someone actually clicks.

 

As for the ratio of viewable vs non-viewable, there is not a set number. It's all going to be relative to ad sizes, who, how, and where you target plus other "intangibles."