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

Cannes 2018: The Big Not Easy

This year’s Cannes Lions program is packed full of data, robots, algorithms, voice technology, blockchain, virtual reality, artificial intelligence and machine creativity. But I’m just as interested in more subtle trends and insights.

Richard Brett

CEO, opr

CMOs are talking the CX talk, but not yet walking the walk

Customer experience is eclipsing product as a competitive differentiator. CMOs are recognising this shift and talking the talk. But are they also walking the walk?

Will our manners go the same way as texting when robotic servants take over?

Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.

Katja Forbes

Founder and chief, sfyte

Whom It May Concern!We pray for God's blessings and happiness in all our lives & business. Welcome To Kenneth Abrighten Financial Hom...

Anita K.Gold

Live webinar from CMO: Creating memorable customer experiences: The who, what and how

Read more

You're suggesting that Taylor Swift is a non-brand because we don't know who she votes for, and then you suggest developing brand stories...

Brian 't Hart

Why Gartner thinks brands are too uptight about strategy

Read more

Indeed this is the great article but i will love to recommend you to read the case study of Walamrt for get the more and more customers. ...

Eva Buttler

5 steps to customer intelligence success

Read more

here is the good news now you can find the all adobe products at walmart .. read this news here at https://creditcardsfair.com/

Yasir Abbas

Adobe: Tech architecture, talent stopping companies making the experience shift

Read more

Google is more like a utility. Does a road have a brand? No. Do we use it daily? Of course! And the idea of Taylor Swift as an unbrand be...

Davy Adams

Why Gartner thinks brands are too uptight about strategy

Read more

Latest Podcast

More podcasts

Sign in