More than half of all digital advertising in Australia remains unviewed, according to a report in B7T Australia. NZ was not specifically included in the data-gathering exercise – but has connections to the company that carried it out.
The B&T report quotes the Sydney office of global data and technology company Integral Ad Science, whose report shows that in Australia just 49.3% of display ads are viewable, according to the viewability definition established by the US Media Ratings Council.
Their display standard, which has also been adopted by the Interactive Advertising Bureau in Australia & NZ, counts an ad as viewable if 50% of pixels are visible for one continuous second or more.
Although the report data shows an improvement on previous years, the viewability level in Australia remains markedly below other markets, including the US (53.6%), UK (57.4%), Germany (61.1%) and France (61.6%).
IAS Sydney-based managing director for Australia & New Zealand James Diamond said the report isn’t all bad news: “Whilst there’s still some way to go, we are seeing an improvement in viewability across the board.
“For many brands, results can be considerably more effective if ads appear for longer durations and our data shows the extent to which viewability declines as you look further into time exposure – whilst 49.3% of ads are viewable for one second, it falls to 34.7% for five seconds and 22.1% for 15 seconds.”
Although there is some work to do in Australia to address viewability, globally video viewability needs to be looked at, he said. The H1 2016 report shows that video viewability globally is struggling, with six out of 10 video ads found to be out of view.
The report, based on billions of display and video impressions, goes further into viewability highlighting the viewability rate by ad format size to help the industry better understand the effectiveness of certain formats. The report additionally provides key data insights into brand safety risk, ad fraud levels and a range of other measures that impact advertising effectiveness.
- The full report for Australia can be downloaded here go.integralads.com/mqr-2016h1-au
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