Integral Ad Science is out with its new Q2 2015 Media Quality Report.
What’s the skinny?
A leading company in the quantification of digital media quality tells us that they’ve uncovered that while advertisers and publishers have shown improvement at keeping fraudulent players at bay, “the industry has been slow to improve viewability despite increasing pressure from media buyers.”
In comparison to Q2 2014, overall viewability dropped by more than 5 percentage points (about 11 percent, from 49.4 percent to 44 percent). In addition, viewability rates for ads sourced directly from publishers steadily declined since last year from 55.5 percent to 50.1 percent, while rates for ads from networks and exchanges declined from around 45 percent to 39.9 percent over the same period.
“In an effort to bring transparency and improved health to digital advertising, Integral continues to research and monitor critical media quality metrics for the industry as a whole,” asserts Scott Knoll, CEO of Integral Ad Science. “The decrease in viewability rates year over year shows us that there is still a great deal of work to be done. Integral will persist in improving viewability rates by providing the best data and resources to our customers and partners.”
On the plus side, Integral found video media quality and engagement improved from last quarter, with fraud decreasing from 14.1 percent to 11.2 percent.
“Consistent with the previous quarter, the most common player size observed was 300×250, suggesting that the industry is still mostly serving in-banner video advertising, as opposed to in-stream, pre-roll advertising,” the report summary shared with MAW concludes.
Interested in the full report? Click here.