These 8 New Stats Show Digital Advertising’s Growing Pains as Social Platforms Boom

September 15, 2017

The digital ad industry is both maturing (social networks are exploding) and experiencing growing pains (viewability issues and brand safety problems) like never before. This week’s version of Adweek’s intriguing digital marketing stats includes numbers that seemingly work together to underscore that reality unusually well.


Check out the eight data points that grabbed our attention in the last few days:


1. The buck stops here
At Dmexco, the two-day marketing conference in Cologne, Germany, Adweek senior editor Lauren Johnson reported on Wednesday that Procter & Gamble chief brand officer Marc Pritchard revealed that his packaged-good giant’s stats show the average digital ad is viewed for 1.7 seconds. He stated just 20 percent of ads are viewed for two seconds, the minimum standard for viewability, according to the Media Rating Council. After seeing this data, his company stopped spending money on 30-second digital ads, he said.


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