Half of video ads go unseen
Using the standards set by the Media Rating Council (MRC) and Interactive Advertising Bureau (IAB), that 50% of an ad’s pixels must be visible on screen for at least two consecutive seconds for it to be counted as viewable, a Google research study of ad viewability on its platforms revealed that average viewability of video ads across the web was just 54%.
Ad viewability on YouTube came out as being significantly higher, at 91%.
One of the main reported reasons for video ads not being seen was that 76% were running in a background tab while users looked at something else. The remainder were scrolled off screen or abandoned within two seconds.
Viewability rates were found to be higher on mobile devices — interim guidance was released last week outlining the same criteria for mobile viewability — at 83%, and tablets ( 81%), than on desktop computers ( 53%).
The full study can be accessed here.
We hope you enjoyed this article.
Research Live is published by MRS.
The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.
Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.
For example, there's an archive of winning case studies from over a decade of MRS Awards.
Find out more about the benefits of joining MRS here.
0 Comments