Good news, bad news: Click through rates on the up – but viewability down
Advertisers saw increased click-through rates across Google display ads and Facebook News Feed ads in the last quarter of 2015 according to the Q4 2015 Digital Advertising Report from Adobe, while a report from Meetrics argues viewability of ads is down.
The study showed that Google is starting to close the display gap on Facebook. The latter saw CTR up by 36% for display ads compared to the same quarter the year before. Google’s CTRs meanwhile are up 27% year on...