The study, conducted by Sizmek Research, analyzed viewability data from more than 240 billion measured impressions in 2014 to identify trends related to the newly defined ad performance metric.
Sizmek released our Viewability Benchmark Report, Winter 2015. The study, conducted by Sizmek Research, analyzed viewability data from more than 240 billion measured impressions in 2014 to identify trends related to the newly defined ad performance metric.
Sizmek Research found the IAB’s “State of Viewability Transaction 2015,” specifically its recommendation of using a threshold of 70% of impressions across the campaign that meet the viewability standard – meaning that of all measured impressions (those that could be measured by a vendor’s tools), 70% of those campaigns’ impressions meet the minimum standard viewability rate of 50% of the ad in view for at least 1 second – to be a reliable benchmark for ad performance. The study showed that click-through and interaction rates for ads with measured impressions above an average viewable threshold of 70% are significantly higher than ads with measured impressions less than the 70% threshold. The report also identified other factors that enhance an ad’s chances of being seen.
Several clear trends emerged from Sizmek data:
Ads with a 70%+ viewable threshold had significantly higher performance across all Measured impressions.
Viewable rates increase as advertisers adopt more interactive formats
HTML5 improved viewable rates more than Flash
Mobile-specific-sized creative was more viewable than desktop-sized creative for both publisher direct and DSPs/exchanges
Ads served direct to publishers increased viewability over ads served via programmatic
“The specifics and definitions will no doubt continue to be debated, but the recent efforts at standardizing viewability terminology move the industry toward a more transparent marketplace for digital ads, and our research backs that up,” says Alex White, VP Product Strategy at Sizmek. “Clearly, measuring whether an ad is viewable gives the industry a starting point for trading in true engagement.”
“We encourage ongoing empirical work around viewability, especially viewability as defined by the MRC,” said Sherrill Mane, Senior Vice President, Research, Analytics and Measurement, IAB. “We are encouraged, in turn, by the results of Sizmek’s study.”
The Sizmek benchmark study is available here for download.