Video viewability rose nine per cent on the previous quarter, hitting 39 per cent, while ad fraud for video ads dropped five per cent, from 15 to 10 per cent for the final quarter of the year.

Completion rates while in view for video also increased to 26 per cent, with 29 per cent of viewers reaching the midpoint, the Q4 2014 Media Quality Report by Integral Ad Science has revealed.

Display advertising viewability from publisher-sourced inventory remained relatively unchanged from the previous quarter at 53 per cent, while inventory from networks and exchanges improved from 37 per cent to 43 per cent quarter-on-quarter. However, publishers showed much lower ad fraud levels, at 3.3 per cent versus 14.5 per cent for networks and exchanges.

According to a survey carried out by Integral Ad Science, 57 per cent of the industry transacted based on ad viewability in 2014, with 73 per cent planning to do so this year as viewability becomes an increasing concern.

“The UK is experiencing in increase in the adoption of viewability measurement technologies by networks and ad exchanges, as well as optimisation of media towards viewability,” said Niall Hogan, UK managing director of Integral Ad Science. “While online ad fraud remains a concern, our report showed a slight increase in impressions being delivered to fraudsters – 3.3 per cent (from three per cent) for publishers, and 14.5 per cent (from 13.7 per cent) for networks and exchanges – over the previous quarter.

“Its become increasingly apparent to the industry that many elements impact on media quality. There is heightened awareness and demand for ads to meet or exceed quality standards.”