Digital advertising is broken, because ads are unseen, and unseen ads can’t create brand demand and preference. What went wrong? Depends who you ask. Brands feel neglected. Consumers feel disrespected.
Agencies are stunned at what they consider to be Facebook's low video ad viewability rates of 20 to 30 percent. Facebook says "the value of an ad is not binary". Dabbl says, unseen ads can't work - and two seconds is not enough to count as "seen".