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
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