has your online ad ever appeared before a human eye?

So you've been wowed by stats about the success of online advertising, invested a tidy sum and are now sitting back waiting for the clicks to ad up.

Based on some recently released figures (click on the link below for a lovely infographic from Google), you might be have a long wait if you think these clicks will all be from real people who could potentially buy your product. According to the search giant, a whopping 56% of online ads will never appear before a human eye. Never, not even once.

Also according to Google, an ad served doesn't necessarily equal an ad viewed either. Both advertisers and publishers are now catching on as the industry shifts toward valuing viewable (rather than served) impressions.

So what affects an ad's viewability? The Google study looked at their own display advertising platforms, including Google and DoubleClick.

In the infographic, Google list five factors that affect the extent to which ads are seen, from page position to ad dimensions and more.

A display ad is considered viewable when 50% of an ad’s pixels are in view on the screen for a minimum of one second (as defined by the Media Rating Council) whilst an ad 'above the fold' is 50% more likely to be viewed that an ad that is 'below the fold'.

Food for thought when considering to believe the hype or ignore it.

To find out more truthful facts about paid for, online advertising see the full infographic here