Wednesday, February 4, 2015, 9:24 AM ET|Posted by Will Richmond
Viewability of video ads increased from 30% in Q3 '14 to 39% in Q4 '14, according to a new report by Integral Ad Science, which measures media quality across hundreds of billions of impressions. Viewability is defined by the MRC standard of 50% of an ad's pixels in the viewable space of the browser page, for at least 2 continuous seconds.
Along with the increase in viewability, Integral Ad Science also found an increase in completion rate for video ads, from 20% in in Q3 '14 to 26% in Q4 '14. Brand risk, a measurement of unsavory content, also increased slightly during the quarter from 18.7% to 20.7%, which the company explained as being due to increased supply of lower quality ad inventory meant to capitalize on advertiser demand.
Viewability remains a very hot topic in the online video ad industry as publishers and advertisers jostle over the larger issue of defining most appropriately the true value of a video ad impression.
To learn more about the viewability debate, below is a great video from our viewability session last June's Online Video Ad Summit.
Companies: Integral Ad Science
Video Research Around the Web
- Almost 500 Scripted Shows Aired in 2018, But We Still Haven’t Hit Peak TV Vulture
- Apple TV grows in popularity and passes more affordable Google & Roku options, data shows 9to5 Mac
- Amazon Touts ‘Thursday Night Football’ Total Viewers Up 22% to 14.7 Million in First Seven Weeks Variety
- GroupM’s State of Video Lays Out New Battleground For Attention AdExchanger
- Majority of Americans Think Cable TV Has Become "Unaffordable" The Hollywood Reporter
- Shorter TV Ads Command More Viewer Attention Mediapost
- YouTube To Net $3.4 Billion In U.S. Ad Revenues This Year (Study) Tubefilter
- Netflix Eats Up 15% of All Internet Downstream Traffic Worldwide (Study) Variety