Report: Australian ad viewability remains below global par

Latest Integral Ad Science Report compares Australia's digital display viewability, brand risk and programmatic success with global results

A new report has found more than half of Australia’s digital ad inventory remained unviewed even as pressure mounts on how to improve viewability across the industry.

The new report produced by Integral Ad Science reported 49.3 per cent of display ads are viewability based on the definition outlined by the US Media Ratings Council (MRC). This is based on at least 50 per cent of the ad pixels are visible for one continuous second or more. There was also a marked difference across the way ads were generated, with viewability at 48.2 per cent for programmatic, and 64.3 per cent for publisher direct.

While the local figures are an improvement on previous years, they remain well behind the rest of the world, including the US (53.6 per cent), UK (57.4 per cent), Germany (61.1 per cent) and France (61.6 per cent).

In addition, the report found six out of 10 video ads are also out of view globally. General and sophisticated invalid traffic sat at 5.2 per cent in Australia.

There was a dip however, in very high brand risk inventory, by 0.5 per cent for direct placements. Again, Australia is seeing higher brand risk than other markets at 12.7 per cent, compared to 9.5 per cent in the US in 7.8 per cent in the UK.

According to the report, ads that are vertically oriented tend to have higher levels of viewability. For instance, while overall global display viewability per the MRC standard was 53.6 per cent, vertical ads such as half-page, skyscraper and portraits, averaged more than 60 per cent viewability.

While there’s clearly a way to go, IAS MD for A/NZ, James Diamond, took somewhat of an optimistic view of the results, saying improvements across the board indicated that viewability was becoming increasingly important to organisations in Australia.

“For many brands, results can be considerably more effective if ads appear for longer durations and our data shows the extent to which viewability declines as you look further into time exposure,” he commented. “While 49.3 per cent of ads are viewable for one second, it falls to 34.7 seconds for five seconds and 22.1 per cent for 15 seconds.”

The report was based on analysing billions of display and video impressions over the first half of 2016.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is AI on course to take over human creativity?

Computers and artificial intelligence have come along at an exponential rate over the past few decades, from being regarded as oversized adding machines to the point where they have played integral roles in some legitimately creative endeavours.

Jason Dooris

CEO and founder, Atomic 212

Are you leading technology changes or is technology leading you?

In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?

Jean-Luc Ambrosi

Author, marketer

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Hello Greetings for the day. As I am also looking to stabilize gym with Hypoxi in india place called Delhi. And I have gone through your ...

Dhruv singh

Goodlife gets business ‘in shape’ with real-time analytics

Read more

Thanks for picking this up. We are always happy to add richness to our products and in turn the lives of our followers and fans.

Fitbit Middle East

​Fitbit announces new virtual race platform to enhance customer experience

Read more

Thanks for a very interesting article. B2B marketing seems tricky. I think that marketing plays a vital part - it can build the brand and...

Aaren

From tactical overhead to strategic growth driver: B2B marketing in the digital age

Read more

meanwhile loads of people with digital skills are not finding work or getting an opportunity to be hired?? Double standards perhaps.

Graduate dying on centrelink

Report reveals Australia faces digital skills shortage

Read more

These laws are in one way or other giving businesses to VPN service providers & other cyber utilities. Just read PureVPN claiming 37%...

Paige Hudson

Getting prepared for mandatory data breach reporting

Read more

Latest Podcast

More podcasts

Sign in