Let’s see what this week’s numbers say about online advertising, shall we?
- According to the latest report from Integral Ad Science, ad viewability rates maintained their “upward momentum” in the second half of last year. Worldwide, average viewability stood at 73.6% in 2022, down slightly from the first half of the year (74.5%) but up on a year-over-year basis (from 72.9%). While viewability rates improved the most in the EMEA and APAC regions, the Americas led again on the back of an uninterrupted rise since 2021.
- For Gen Zers in the US, creativity, humor and entertainment in ads are preferred to explicitly informative ads, according to a report from NCSolutions, which suggests this may be due to their being accustomed to searching for product information online. In comparing attitudes to ads between Gen Zers and Baby Boomers, the results reveal that the younger generation prefers ads that are creative and entertaining to a greater extent than their older counterparts (52% vs. 42%), while also displaying a slightly greater preference for ads that are funny (43% vs. 39%).
- Retailers have been complaining of missing their paid social KPIs and rising customer acquisition costs. As it stands, though, paid social CPMs are trending down, with a report from Skai attributing this to a “shift to updated campaign objectives.” The average CPM in Q1 fell to $5.24, representing a 19% decrease from $6.50 in Q4 2022, and a 28% decline from the year-earlier period of Q1 2022 ($7.31).