Integral Ad Science (IAS) released a media quality report for the first half of the year (registration required) this week that shows the slightly more optimistic picture of an sector that’ s been beleaguered simply by challenges in viewability, ad scams and brand safety for the past couple of years.
Overall, the industry is definitely seeing a healthy jump in viewability , depending on IAS’ s view across the customer base.
Desktop computer programmatic display viewability was in 58. 6 percent, up ten. 7 percent since the second 1 / 2 of 2017. Desktop video ad viewability had a smaller improvement (66. a few to 68. 4 percent), a greater overall rate than display, which usually IAS notes is a function to be placed on high-viewability pages.
The report also found that advertisements that have been optimized against ad scams have remained fairly steady given that last year.
Why you should treatment
Coming off a couple of years wrought with fears about programmatic advertising, even a slight uptick will be reason for marketers to rejoice. Purchasing directly from the publisher doesn’ to seem to offer any real security against ad fraud, for example , along with video ad fraud rising second . 3 percent in both categories. Nevertheless, publisher-direct display ads had the best level of brand safety risk along with benchmarks of 4. 7 % on desktop and 6. two percent on mobile web.
Differences were more obvious in analyses of desktop vs mobile, and video versus screen. Video ads in general are readable longer than display, generating the average time-in-view of 14. 42 secs — 36. 3 percent lengthier than desktop. Similarly, mobile movie had an average of thirteen. 89 seconds ad view period — a whopping 87 higher than cellular display.
IAS information, “ Direct buys have typically led to higher viewability and that remains true on average. However , we note that programmatic viewability continues to improve and may even eventually reach parity with publisher-direct inventory sources.
It’ s important to note that this is the first-time that IAS has included period in-view metrics in the report, displaying an increased interest in additional viewability metrics, a trend further solidified by Google’ s announcement Wednesday that will advertisers who want viewability criteria greater than that provided by industry-standard Media Ranking Council (MRC) can now set up custom viewability metrics in its enterprise system Display & Video 360.
“ As we’ ve been studying how to better dimensionalize attention over the years, we have found that will shifting the focus from impressions in order to time-based metrics can make a real effect for advertisers, ” Scott Knoll, IAS’ s chief executive officer, said within a release announcing the report. “ Exposure time directly impacts the potency of campaigns. … This data provides advertisers foundational benchmarks for much better understanding consumer attention moving forward. ”
More from the review
- More marketers optimize against fraud in movie ad campaigns than display.
- Consumers spend 42. four percent more time viewing mobile screen ads than desktop display.
- Video ads present increased brand safety risks — a good 8. 3 percent risk along with desktop video versus 4. seven percent for display. Mobile video clip risk was 35. 2 % higher than desktop video but just slightly higher than display.
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