Viewability at 53 per cent in Southeast Asia, says IAB

The average viewability rate of display advertising in Southeast Asia stands at 53 per cent, according to the first report of its kind from IAB Singapore.

The study is based on 424 million impressions in six Asian markets, measured between August-October 2016, by comScore, Integral Ad Science and Moat. It uses the MRC definition of viewability – 50 per cent of pixels visible for one continuous second.

That’s roughly in line with the UK – where viewability rates stood at 49 per cent in Q4 2016, according to Meetrics – and the US – where Integral reported 53 per cent viewability rates in H2 2016.

The study only covered display ads on desktop, but it’s a first step in a market where local viewability benchmarks are yet to be established.

“There is a need to test inventory in order to improve transparency, to ensure that ads are being viewed and acted upon by real people within an increasingly automated industry,” said Miranda Dimopoulos, CEO of IAB Singapore. “The long-term aim of this study is to establish a norm and to encourage viewability adoption amongst IAB Singapore members.”

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