Desktop Display Ad Viewability Improves Again in H1 2019

September 17, 2019

This article is included in these additional categories:

Advertising Trends | Creative & Formats | Digital | Display & Rich Media | Mobile Phone | Video

Desktop display ad viewability rates have improved globally in the first half of 2019 with a viewability rate of 69.2%, an increase of 12.3% year-over-year from H1 2018, according to Integral Ad Science’s (IAS) media quality report [download page]. The overall desktop display ad viewability rate in the US has also gone up to 66.6% in H1 2019, representing a 6.7% increase from H2 2018‘s average of 59.9%.

US desktop video viewability, which experienced a decline in H2 2018 to 65.5%, has rallied and is back up to 68.5% in H1 2019, on par with the rate from a year earlier.

On the mobile front, the viewability rates for mobile web display (62.2%) and mobile app display (67.3%) in the US each experienced an increase from the year-earlier period (each at 54.8%). The US mobile web video ad viewability rate (61.4%) increased from the second half of 2018, but was still down year-over-year.

According to the report, “time-in-view calculations shifted from geometric mean to arithmetic mean in H1 2019.” As such, comparisons for time-in-view by quarter are not available. However, desktop display ad average time-in-view in H1 2019 was 22.02 seconds.

By comparison, the mobile web display time-in-view was significantly less than desktop at 16.19 seconds. Mobile app display time-in-view was 20.41 seconds in H1 2019.

The IAS report also covers brand risk, defined as “impressions that are flagged on pages that pose various levels of harm to brand image and/or reputation through association. Brand risk is based on seven core content categories: adult, alcohol, hate speech, illegal downloads, illegal drugs, offensive language and controversial news, and violence.” The US brand risk rate dropped across desktop platforms, with desktop display brand risk falling from 9.2% in H1 2018 to 6.3% in H1 2019. The decrease in brand risk was less pronounced for US desktop video, dipping from 8.8% in H1 2018 to 8.3% in H1 2019.

Brand risk continues to be an area where digital video has significant room for improvement versus linear TV, but this doesn’t appear to be stopping the growth in video ad budgets.

To read more, download the full report here.

About the Data: Figures are based on an analysis of billions of ad impressions in the US for the first six months of 2019.

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