Over half the ads we show are never seen, admits Google

56 per cent of ad impressions served by Google are displayed outside the browser window, admits report

Web giant Google has published a study that suggests many of the ads it serves cannot be viewed by users.

Called "The Importance of Being Seen: Viewability Insights for Digital Marketers and Publishers", the study reveals that 56.1 per cent of advertising impressions served by companies who pay for them are not seen by consumers - the impressions are literally "non-viewable", as they appear outside the boundaries of the web browser.

The study discusses where adverts should be placed for maximum impact, revealing that "right above the fold" (i.e. the part of the browser window visible before scrolling down), not the top of the page, is the optimum place to put an advert. Sixty eight per cent of adverts above the fold are seen on average, while 40 per cent are not, according to Google's average scores.

The company's basic terms of use already declare that an advert counts as viewable if 50 per cent of its pixels are viewable on-screen for one second or more.

Vertically-orientated adverts are also recommended over horizontal, but again largely for the reason that they survive ‘the fold'.

As well as the new guidance on its layout, Google is also attempting to introduce greater transparency around its use of Adwords, promising "fewer and simpler" policies and "more transparency" over why the policies exist.