There’s good news about video ad viewability, notes advertising technology company Integral Ad Science: It’s up sharply. In its research report for the last quarter of 2014, Integral found that video ad viewability has risen to 39 percent. If that sounds low, consider that it was 30 percent in the third quarter. That’s a strong increase in a short amount of time.
Video ad completion rates for viewable ads also rose in Q4, going from 20 percent to 26 percent.
It wasn’t all good news, though: The report found that ad risk grew slightly from 18.7 percent to 20.7 percent. This could be due to the increased use of lower quality inventory during the holiday shopping season, a time when demand for online video ad space was up.
Completion rates for video ads in view were not that strong: 28.8 percent of such ads were played to their midpoint, while 26.0 percent were completed.
“It’s become increasingly apparent to the industry that various elements impact media quality,” noted Scott Knoll, the CEO of Integral Ad Science. “There is heightened awareness and demand for ads to meet or exceed quality standards. We will continue to monitor how these sentiments influence the overall landscape and contribute to the success of digital campaigns for both buyers and sellers.”
View the full report online for free (no registration required).