display ads are about tonnage and most brand advertisers use their "reach and frequency" mentality from TV advertising when it comes to buying and measuring display ads.

1. Ad Load and
Ads per User
Dr. Augustine Fou
http://linkd.in/augustinefou
December 2013
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Augustine Fou

2. Display Ad Load
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3. NY Times – 25 ads
Do advertisers know their ads are shown next to so many others?
Top half
Bottom half
25 ads
per page!
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4. Boston Herald
The “Fold”
Bottom portion of page
7 ads per page
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Augustine Fou

5. Tons of Ads on Pages
http://modernbab y.com/
http://interiorcom plex.com/
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6. 6
10
5
9
7
4
8
3
2
1
Ten (10) Display Ads per Page
Source: http://www.satelliteguys.us/archive/t-232266.html
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7. 85 ads per page - Suspicious
Only a handful of ads are
visible to human user but
AdBlock Plus reports 85 ads
on the page
http:// www.missomoms.com
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8. 1,800 Display Ads /Month
The report showed
that 130.6 billion
display ads were
delivered to the
Brazilian online
population in
April, reaching
72.6 million people
an average of
1,797 times.
Source: comScore June 2013
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9. Search Ad Load
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10. Google – 87% of page
Only 13% of visible page are showing organic search results
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11. Google – 12 ads
Now Google includes “sponsored” ads; they get a referral fee
1
2
3
4
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5
6
7
8
9
10
11
12
12 ads
on a page
Augustine Fou

12. Facebook Ad Load
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13. Facebook 7–9 Ads /pageview
2012
2011
2010
1
2
3
4
5
6
7
8
9
Source: Facebook Display Ads | go-Digital Blog
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14. Facebook Auto Refresh Ads
Same page, but ads are auto-refreshed every 2 mins; 7 more ad impressions
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15. Video Ad Load
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16. Video Ads per Month
Nov 2013 26.8B video ads per month
Source: comScore, Dec 2013 via MarketingCharts
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17. 155 Video Ads /user /mo
Nov 2013 reach = 56%
frequency = 155 ads /mo
Source: comScore, dec 2013 via MarketingCharts
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18. Display vs In-Stream Ads
Source: TubeMogul Feb 2013 via MediaPost
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Augustine Fou

19. Related Articles
Digital Marketing CPM Benchmarking and Comparison
By: Augustine Fou, August 2013
Display Ad Waste Video Ad Waste
By: Augustine Fou, September 2013
How Bad Guys do Video SEO
By: Augustine Fou, November 2013
Fake Views on YouTube
By: Augustine Fou, October 2013
Video Ad Fraud Investigation Part 1
By: Augustine Fou, October 2013
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Augustine Fou

20. Dr. Augustine Fou – Chief Digital Strategist
“As more users move to mobile; sites
need to adapt to serve them. But mobile
will soon no longer be considered a
separate channel because usage patterns
are the same as desktop.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou
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@acfou
Augustine Fou