Australia lags behind other markets with more than half digital ads not viewable

Viewability rates for digital ads in Australia are lagging behind many other major markets, while the risk of brands appearing on adult and violent sites is higher, a new survey has claimed.


The report found that just 49.3% of digital ads served locally are viewable with a brand risk measurement of 12.7%.

Both figures compare poorly with the four other markets in the study.

France has a viewability rate of 61.6%, the UK 57.4%, US 53.6% and Germany 61.1%.

The risk to brands in those markets is also less, with only a 6.2% risk in France, 7.8% in the UK, 8.8% in Germany and 9.5% in the US.


The Media Quality Report, produced by data and tech firm Integral Ad Science (IAS), appears to highlight how far Australia needs to go to catch up with many other major advertising markets.

A viewable ad, as defined by the Interactive Advertising Bureau (IAB) in Australia, and the US Media Ratings Council, is and ad where 50% of pixels must be visible for one second or more.

The study found programmatic ads fare worse, with just 48% deemed viewable compared with 64.3% of publisher direct ads. Furthermore, just 34.7% were viewable for five seconds and 22% for 15 seconds.


Despite the poor results, IAS managing director for Australia and New Zealand, James Diamond, said it was “seeing improvement in viewability across the board”.

Turning to ad fraud in Australia, the report found 5.4% of programmatic ads are prone to “invalid traffic”, falling to 3.3% for publisher direct ads.

The greatest risk to brands was with ads displayed alongside adult content, followed by violent content and offensive language.


The report also analysed “ad clutter” with 12.3% of ads served on a “moderately” cluttered page of four or five ads, 1.5% appearing on a “highly” cluttered page of between six and nine ads and 0.5% on a “very highly” congested page of 10 ads or more.


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