Report reveals advertising viewability in Australia lower than any other country

Recent survey reveals Australians still treat view ability as a threat instead of an opportunity

Sluggish improvements to ad viewability and slow programmatic adoption will put pressure on advertisers to evolve faster to meet client expectations, a new report claims.

The Q3 Media Quality Report released by Integral Ad Science showed viewability only improved slightly in Q3, despite the fact that ad viewability is high on the industry agenda.

Display viewability in Australia only increased by 1.4 per cent over the quarter to 42.2 per cent, while video viewability dropped five points to 32 per cent over the same timeframe.

The results are based on Integral’s work processing hundreds of billions of impressions quarterly across multiple media.

“Media quality has been a hot topic in Australia this year but everyone has agreed that this has been a year of transition in which the focus has been on measuring, learning and resetting expectations,” Integral Ad Science managing director, James Diamond, said. “It's concerning that viewability is lower in Australia than any other country we currently measure in this report.”

Brand risk, determined by the safety of the environment of ads, also saw little movement. Both brand risk for display and video ads scarcely moved, with display up to 17 per cent compared to 14 per cent last quarter and video with a slight decrease of roughly 0.5 per cent.

While other markets have adapted and now trade on viewable impressions, Diamond claimed some publishers in Australia are still treating viewability as a threat instead of an opportunity.

"Some major Australian publishers have always been slow to act," he said. "They were slow to move to digital, slow to adopt programmatic and now they are slowly addressing media quality. As a result the buy side is setting the agenda."

Diamond stressed more pressure from advertisers would help the ecosystem to evolve and adapt faster.

"Some agencies are taking a proactive approach while others are choosing the path of least resistance," he said. "Advertisers need to partner closely with their agency to ensure that the decisions being made are in their best interest or partner directly with an independent media quality vendor to fully understand how their marketing budget is being spent."

“Integral is dedicated to improving the health and quality of digital advertising across the industry,” added Integral Ad Science CEO, Scott Knoll. “This quarter’s lack of significant change in viewability as well as brand risk is a bit surprising."

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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

5 things marketers need to do to get better in buy in when presenting

Presentations are a marketer’s best friend. They can be a concise, targeted and effective form of communication with the potential to make a real impact on your audience.

Emma Bannister

Founder and CEO, Presentation Studio

How to overcome negative habitual thinking

One of the greatest challenges facing senior leaders today is what’s going on in their own head.

Lisa Stephenson

Author, success coach, consultant

The purpose of purpose

Everyone knows the 4 P’s of marketing: Price, product, promotion and place. There is now a fifth ‘P’ in the marketing mix.

Thanks Nadia for sharing this blog. It has really useful and amazing information about Salesforce Commerce Cloud and digital engagement w...

Holly Smith

Adidas taps data and technology smarts to build personalised digital engagement with consumers

Read more

clearly someone who's jealous and only comments from the safety of being behind their keyboard

Peter Sibson

The purpose of purpose - Brand science - CMO Australia

Read more

haters gonna hate

David Bentley

The purpose of purpose - Brand science - CMO Australia

Read more

Social Media is platform where people get connected to each other from the world and share their views and thoughts on any product. Socia...

Tejas Potfode

6 Ways to ramp up Social Media to Your Web Design

Read more

We can't overlook mobile. Each passing day people are on their phones more and more

This Is My South Bay

What the 5G revolution will do to mobile marketing

Read more

Latest Podcast

More podcasts

Sign in