Ouch. New research is a real wake up call for marketers and agencies as it shows that in the world of ROI there is 56% wastage and those that do dwell, well they don't for long.
It found that only 44% of digital display ads received any views at all. And, of those, only 9% of ads received more than a second’s worth of attention. Only 4% of ads, meanwhile, received more than 2 seconds of engagement