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 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

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

Thank you, so do I.

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

Hi Harry, thank you for pointing this out I can confidently say both these bottles are in transition away from PET as we continue to impr...

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

I’m confused. He has a giant 2l hard plastic bottle in Coles and his pink bottle is also in plastic??

Harry

Sustainability of message: H2coco founder's commitment to consumers

Read more

Great message from an Aussie company about sustainable business practices, particularly packaging. Wish more businesses would think more ...

Krisy

Sustainability of message: H2coco founder's commitment to consumers

Read more

Well, I wish we could change the situation. But I am not sure it's possible.

Patricia Miller

Does social media make astroturfing acceptable?

Read more

Latest Podcast

More podcasts

Sign in