From AdAge in an article entitled: "ComScore Study Confirms What We Already Knew: You're Wasting Money on Ads No One Sees"

One of the key findings: 31% of the 1.7 billion ad impressions were never in view. The number is probably not a shock to many in the space, and is the main reason why so-called remnant inventory sells for a fraction of the space above the fold. But with this knowledge, advertisers can more accurately manage expectations and calculate ROI, said ComScore CEO Magid Abraham. 

Not a huge surprise- online display ads have always produced very poor results. Full story here

Marketers More Bullish Than Agencies on Traditional Media Spend

A greater proportion of marketers than agencies believe that spending on traditional media such as direct mail (25% vs. 17%), print (22% vs. 8%), and radio (18% vs. 3%) will increase this year as compared to 2011, with the proportions expecting spend to increase on TV relatively on par, according to a survey released in January 2012 by RSW/US. And although the survey shows that increases in digital media spending will outpace that of traditional media, marketers’ planned increases do not appear to match agency expectations: a higher proportion of agencies than marketers expect spending to increase in social media (89% vs. 63%), mobile (72% vs. 46%), SEO (66% vs. 48%), and banner advertising (55% vs. 30%).

According to December 2011 figures from Kantar Media, outdoor (3.2%), TV (3.2%), and radio (1.1%) led all media in Q3 2011 year-over-year ad spend gains, while internet and newspaper ad spending declined 2.9% and 3.7%, respectively.