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
- U.S. SVOD Revenue Spiked 39% in Q3 to $5.5 Billion Next TV
- What Are Consumers Willing To Pay For Ad-Free TV Content? Mediapost
- What Streaming Wars? Five Services Control 83% of Connected TV Viewing Next TV
- PwC Study: Global Media, Entertainment Revenues To Sink 5.6% in 2020 Mediapost
- What the world watched in a day Think with Google
- U.S. Streaming Minutes Up 85% From Late March Through Early June Mediapost
- Two-Thirds Of Ad Execs Anticipate Lower 2021 Ad Budgets Due To Pandemic Mediapost
- HBO NOW Streaming Data In Wake of COVID-19 HBO