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!

Error: Please check your email address.
Show Comments

Blog Posts

Creating the ultimate customer-centric environment in 2018

All businesses today that are serious about being successful have adopted a customer-centric environment.

Katja Forbes

Founder and chief, sfyte

Embrace customer obsession to transform marketing into a catalyst for growth

In 2018, Forrester believes 20 per cent of CEOs globally will fail to act on digital transformation and put their firms at risk.

Michael Barnes

VP research director, Forrester

How challenger brands can win at biddable media

Challenger brands, especially in highly competitive markets, generally can’t match established players for media spend.

Chris Pittham

Managing director, Jaywing

While a lot has been said about AI and machine learning, I don't see it put to extensive use as yet. I will be happy to have it help the ...

Atul Dhakappa

Predictions: 8 digital marketing trends for 2018

Read more

Wowww! What A Awsome Blog! Thanks for this wonderful post I really got many valuable information through it. As a learner it's not so eas...

Mia Joseph

Predictions: 8 digital marketing trends for 2018

Read more

What you have said about AI, machine learning and voice activation is very true. Some of the other things we are already observing is the...

Atul Dhakappa

Predictions: 8 digital marketing trends for 2018

Read more

Yes, Digital Marketing now getting growth at the higher level. we can't predict today trends in the digital world. Nice stuff! Thanks for...

lorenso

Predictions: 8 digital marketing trends for 2018

Read more

I believe Digital Marketing is moving more toward social media and influential marketing. People are trying to grow their influence as in...

Rachel Kieran

Predictions: 8 digital marketing trends for 2018

Read more

Latest Podcast

More podcasts

Sign in