Are you wasting resources advertising on the web?

Professionals who are in charge of implementing lead generation marketing campaigns for their employers may want to pay attention to new research released by comScore. The company recently worked with brands, publishers and agencies to create a new advertisement metric that put greater emphasis on the ads that people are actually engaging with online.

Many creative professionals agree that a lot of digital advertising goes to waste, but rarely do these marketers actually understand how much money and opportunity are missed on the web. The research firm set out to place a more concrete number on this idea, and through its research, comScore found that 31 percent of those measured impressions were not in view.

“That statistic was pretty shocking to a lot of these advertisers and if you began to look at it by campaign or particular publisher or ad network, there was a lot of differentiation,” said Linda Abraham, CMO and EVP at comScore. “That was really eye opening.”

Abraham added that viewable rates of online ads ranged from as low as 7 percent to as much as 100 percent, depending on the website.

The main concern with internet marketing is how vast and open the frontier is, and how inconsistent promotional practices are among professionals. There are only so many high-quality news sites that users engage with regularly, so limiting the scope of available promotional avenues may reach wider audiences and conserve resources for professionals.

While the internet offers marketers a big opportunity to expand into new areas, it can also be a waste of time if data isn’t used to target and engage with readers, and content isn’t posted to the correct channels. It’s important to outline goals and strategies before using paid ads on the web, and those professionals who understand this may see greater success.

Martin Jones

Martin Jones is a Senior Marketing Manager with the corporate Cox Communications social media team where he assists in leading strategy, campaign ideation and marketing execution for Cox Business social media & content marketing. Today, over 1 million fans engage with Cox Communications content, campaigns and Customer Care on Facebook, Twitter, You Tube. LinkedIn and Google+.