TV advertisers would have a fit if networks revealed similar data. Digital advertising is a bit more complicated than TV advertising. A publisher’s site can have lots of different ad sellers; TV networks traditionally don’t use third-party sellers for national sales.
Google found that much of its results had to do with placement -- the most viewable position was right above the fold, not at the top of the page.
TV marketers might roughly equate the top of the page to the “A” position -- the first ad to be aired -- in a commercial pod. The “A” position, according to many, garners higher awareness and brand recall than other positions.
But TV does have weak points, especially with fast-forwarding through commercials during time-shifted viewing. That’s not a viewer behavior that anyone really wants to talk about.
Some research points out that up to 75% of commercials are fast-forwarded through DVR units. Some TV-supporting executives point to data saying the number is more like 55% -- which is just like Google’s number.
What is also discussed with digital ads is a word no one wants to hear: fraud.
Good news for TV efforts down the road: Google’s analysis that “content that holds a user's attention has the highest viewability rating.”
TV execs would claim that is something TV still has going for it in a big way.