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

Latest Videos

More Videos

looking for the best quality of SMM Panel ( Social Media Marketing Panel ) is a website where People Buy Social Media Services Such as Fa...

Kavin kyzal

How to manage social media during Covid-19

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Pierce Fabreverg

Study: Gen Z are huge opportunity for brands

Read more

Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...

Pierce Fabreverg

Board games distributor partners with Deliveroo in business strategy pivot

Read more

Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...

Hugo

New campaign aims to build understanding around scope and impact of dyslexia

Read more

Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...

Pierce Fabreverg

Does your brand need a personality review? - Brand vision - CMO Australia

Read more

Blog Posts

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Winning means losing in the game of customer retention

At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.

Linda O'Grady

Data Strategy Partner & Business Partner, CX Lavender

Sign in