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BizReport : Advertising archives : April 07, 2015

Ad viewability: 70% a reliable threshold

The IAB's viewability recommendation of using a threshold of 70% of impressions across a campaign as a reliable benchmark for ad performance turns out to be right on the mark, according to new research conducted by Sizmek Research.

by Helen Leggatt

In its Winter 2015 Viewability Benchmark Report, Sizmek analyzed viewability data from more than 240 billion measured impressions from last year. Its aim was to identify trends in relation to the IAB's defined ad performance metric of 70% of campaign impressions meeting a minimum viewability rate of 50% of the ad in view for at least one second.

Sizmek's findings were unsurprising. Click-through and engagement rates for ads with measured impressions above an average viewable threshold of 70% were significantly higher than those below.

For standard flash banner campaigns in which at least 70% of the ads were viewable, click-through rates were three times higher than those that were viewable less than 70% (0.28% versus 0.09%). For HTML5 standard banners, Sizmek saw a similar ratio although the click-through rate was 0.41%. For flash rich media, click-through rates were two times higher (0.37% versus 0.18%) for campaigns that met the 70% threshold, and for HTML5 rich media the click-through rates were four times greater (0.61% versus 0.16%).

"The specifics and definitions will no doubt continue to be debated, but the recent efforts at standardizing viewability terminology move the industry toward a more transparent marketplace for digital ads, and our research backs that up," says Alex White, VP Product Strategy at Sizmek, on the company blog. "Clearly, measuring whether an ad is viewable gives the industry a starting point for trading in true engagement."

Tags: advertising, metrics, viewability

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