Topline study results are included below, and a full whitepaper with detailed insights and analysis will be published in March 2012.
Across all charter campaigns measured, 69 percent of the ad impressions were classified as being ‘in-view.’* The remaining 31 percent were delivered but never seen by a consumer, a likely result of a consumer scrolling past the ad before it loaded or a consumer never scrolling the ad into view. In-view percentages varied by site and ranged from 7 percent to 91 percent.
An average of 4 percent of ad impressions were delivered outside the desired geography, but individual campaigns ran as high as 15 percent. In many cases, ads were served in markets where the advertised product is not sold, meaning wasted ad spend and sub-optimal effectiveness results.
72 percent of Charter Study campaigns had at least some ads running next to content deemed “not brand safe” by the advertiser, meaning that the content is deemed objectionable by the brand. This type of unsafe delivery has the potential to damage the brand, creating a difficult situation for all members of the digital advertising ecosystem."
Also, it's occurred to me that the wording talks about ads, so a small ad has just as much weight in the study as a large ad. It's far more likely that small ads (e.g. buttons 60 pixels x 60 pixels) won't be seen rather than big 790 pixel wide mastheads, so why not give the figures as % of ad real estate?