Nearly half (46%) of video ads served online are never viewed by US consumers, according to recent research from Google.
Some 76% of these unviewed ads never appear on consumers’ screens; 24% do appear but are scrolled past before two consecutive seconds are viewed.
On YouTube, in contrast, 91% of video ads are at least somewhat viewed, the analysis found.
Google owns YouTube so there’s some pretty serious bias to this research. Still, it does highlight an important fact for marketers: a served an ad isn’t the same as a seen ad.
Check out the full report to see details by device type, country, and ad type.