Mediapost cites data from Integral Ad Science, which found that only 36.7% of all display ads purchased on networks and ad exchanges in the third quarter were deemed ‘viewable’, based on MRC’s standard of 50% of the ad being in-view for at least one second. This figure is lower than the 45.3% rate from the second quarter. The numbers drop even further, to 21.6% for ads in view for more than five continuous seconds.
When it comes to video ads, only 30% of all ads (including those from exchanges, networks, and direct-with-publisher deals) were in view for two continuous seconds. Of completed video ads, only 20% were viewable throughout their duration.
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