Almost a Third of Online Display Ads Go Unseen

"Thirty-one percent of ad impressions are never seen by consumers, according to comScore research based on campaigns by a dozen major brands. They included Allstate, Chrysler, Discover, E*TRADE Financial, Ford, General Mills, Kellogg's, Kimberly Clark, Kraft, and Sprint" (Heine, 2012).

Heine, Christopher (Jan. 18, 2012). Report: 31% of display ads go unseen. ClickZ. Retrieved from http://www.clickz.com/clickz/news/2139876/report-31-display-ads-unseen.