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BizReport : Advertising : May 12, 2015


Google: Are your video ads making an impression?

Player size and ad position both crucial to video ad viewability, according to a new report released by Google.

by Helen Leggatt

Insights gleaned from hundreds of billions of impressions processed by ad intelligence firm Integral Ad Science during the final quarter of 2014 revealed a 9% increase in video ad viewability to 39% from Q3. The Media Rating Council defines viewability as 50% of an ad being in a viewable area of a browser window for at least 2 continuous seconds.

Integral Ad Science's Q4 2014 Media Quality Report also shows percentage viewability remains less than the viewability rate for display ads bought from publishers (53%) and is also lower than the rate for display ads bought from ad networks (43%).

However, the results of recent Google analysis of data collected from its video-related ad products and platforms, including DoubleClick, shows that 54% of video ads across the web, but not including YouTube, are viewable.

More than three-quarters (76%) of non-viewable ads were running in a background tab, or never on-screen at all, found Google. A quarter (24%) were scrolled out of sight or abandoned after less than 2 seconds.

The research also found that viewability rates were significantly higher on mobile devices than on desktop. On the mobile web, 83% of video ads were viewable and 81% on
tablets.

The study, 'Are Your Video Ads Making An Impression?' (.pdf), concludes that "advertisers seeking viewable impressions should look at high viewability sites that engage in best practices for video viewability".






Image via Shutterstock

Tags: advertising, metrics, video ads, viewability








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