Less Than Half of Ads in Q3 Were Viewable

Integral Ad Science 2015 Q3-snapshot-uk
A breakdown of how display fared on impressions bought through networks and exchanges, as opposed to direct from publishers

54.5 per cent of display ad impressions served in the UK during Q3 2015 were not viewable.

Thats according to a report from Integral Ad Science, with the proportion of non-viewable ads rising to 67.9 per cent for video.

The figures are based on MRC standards, which state than 50 per cent of the ad has to be in view for one continuous second for display, or two for video.

Video also fares worse when it comes to brand safety risk – with 16 per cent of impressions having the potential to appear adjacent to inappropriate content, compared to 9.1 per cent for display – and ad fraud. The level of fraudulent activity stood at 10.1 per cent for video and 9.1 per cent for display in Q3.

“Video advertising is one of the fastest growing media in the UK, and it’s important that we as an industry continue to tackle issues around viewability, online ad fraud and brand safety risk,” said Integral UK MD Niall Hogan. “We still have work to do in display advertising, but video has even greater challenges to overcome.”