Video Ad Viewability Rates Across Devices And Countries

July 25, 2016

Google-Video-Ad-Viewability-Rates-by-Device-in-2016-Jul2016Video ad viewability seems to be improving from last year, reports Google in its 2016 Global State of Play report [pdf]. Some 66% of video ads were viewable on the web and in apps (excluding YouTube) across devices in April 2016, up from 54% in the year-earlier period. However, last year’s study omitted mobile apps, so it’s unclear to what extent their inclusion in this year’s edition impacts the findings.

The study is based on Google and DoubleClick advertising platform data, and uses the Media Ratings Council definition of viewability (a minimum of 50% of the ad is in view for a minimum of 2 continuous seconds).

The report shows that mobile video ads continue to enjoy higher viewability rates than desktop (64%) video ads, with tablets (81%) leading mobile (73%).

Viewability rates also differed markedly across countries and regions:

  • Within North America, Canada’s rate (72%) exceed the US’ (62%);
  • In Latin America, Argentina had the highest rate (77%), with Brazil (70%) lagging;
  • Within Europe, Middle East & Africa, both Turkey and the Netherlands enjoyed a high average of 81%, with Italy languishing at 58%; and
  • In the Asia-Pacific region, Korea and Thailand both led with an 81% viewability rate, with Australia (62%) bringing up the rear.


Meanwhile, Google also notes that video ad viewability was far higher on YouTube than across the rest of the web and in other apps. Some 93% of video ads on YouTube across desktop, mobile and tablet were viewable in April, up from 91% last year. YouTube ad viewability was consistently high across mobile (95%) and tablets (91%), with desktops slightly behind (87%).

YouTube video ads had stronger viewability rates than the rest of the web and apps across all the countries measured, with viewability either stable or improved in each country.

Finally, the report concludes that there’s a wide discrepancy in viewability rates across the top 7 video exchanges by impression volume, ranging from an average domain low of 22% to a high of 62%.

For the time being, these ads don’t appear to be too well-received by consumers, though. Pre-rolls are among the most disliked ads, per HubSpot research, and a new MarketingCharts study finds few consumers ascribing purchase influence to online video ads such as those seen on YouTube.

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