Ads Never Viewed
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As much as 46% of web video ads never even reach the viewer, according to Google. Google’s own video service, YouTube, sees a much higher viewership rate of 91%, which is seemingly justified by the way it displays ads right in the main content area of the page – inside the video player. Out of the unseen ads, as much as 76% never even appeared on the screen, but were outside of the field of view. For the other 24%, the ads appeared in view but were scrolled by before showing more than two consecutive seconds.
Google didn’t break out separate statistics for ads in the video player and in-banner ads, which makes it a bit difficult to analyse the data.