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Two points: 1 - TV ads are more interruptive; to ignore them, you have to leave the room or change the channel. Most people just deal with sitting through them

Two points: 1 - TV ads are more interruptive; to ignore them, you have to leave the room or change the channel. Most people just deal with sitting through them. On a website, you can easily ignore the ad. There are plenty of exceptions in digital advertising - pre-roll for web video, page takeovers, and other stuff that is unbelievably annoying, since your expectation as a web user is to not be interrupted. 2 - It depends on the key performance indicator for the campaign. Certainly, direct response campaigns want to measure clicks (or purchases/actions - the closest you can get to the sale, the better). But there are awareness-style campaigns on the web, and those advertisers pay by impression, not clicks. The problem is that with networks, you don't know the quality of the place your ad is running, so an impression is worthless. You'll only pay directly to a publisher you know is at a certain level of quality. At a past company, I saw our media buyers put in ads at $170 CPM (cost per thousand impressions) for a particularly relevant publisher audience. The advertiser was in financial services, and the publication was uber-niche and uber-influential.

dkl 15y ago
There are plenty of exceptions in digital advertising - pre-roll for web video, page takeovers, and other stuff that is unbelievably annoying, since your expectation as a web user is to not be interrupted. I don't know if I'm unique, but every single time I'm presented with a pre-roll ad, I close the tab I started the video in. 100% of the time. I always wonder if stats on that type of thing are collected and given to the "right" people. (I'm 90% sure they are not, but I thought I'd ask, since you're an expert.)
- joshklein 15y ago
  Yes, those kinds of stats are collected. Ad networks, servers, and exchanges are some of those places that physics phds go when they don't go to Wall Street or, heaven forbid, academia. We're not at that level, but we do have a whole analytics department filled with statisticians. No, you are not the norm; video pre-roll is a particularly strongly performing media type at the moment. It does radically depend on the audience & creative, of course. But if you're looking at the rates of a publisher, pre-roll is going to be one of the higher ones.

dkl 15y ago

There are plenty of exceptions in digital advertising - pre-roll for web video, page takeovers, and other stuff that is unbelievably annoying, since your expectation as a web user is to not be interrupted. I don't know if I'm unique, but every single time I'm presented with a pre-roll ad, I close the tab I started the video in. 100% of the time. I always wonder if stats on that type of thing are collected and given to the "right" people. (I'm 90% sure they are not, but I thought I'd ask, since you're an expert.)

joshklein 15y ago
Yes, those kinds of stats are collected. Ad networks, servers, and exchanges are some of those places that physics phds go when they don't go to Wall Street or, heaven forbid, academia. We're not at that level, but we do have a whole analytics department filled with statisticians. No, you are not the norm; video pre-roll is a particularly strongly performing media type at the moment. It does radically depend on the audience & creative, of course. But if you're looking at the rates of a publisher, pre-roll is going to be one of the higher ones.