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.
topics
ad fraud
Advertising
digital ads
Marketing
Viewabiliity
viewability
viewable ads
viewable digital ads
Interesting article thanks. Also worth remembering that broadcast TV ads are uncluttered, 100 per cent viewable and take up 100 per cent of the screen.
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@ThinkTV – I’m sure they’re on the screen whilst I go for a pee and get another drink. Can you measure that?
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…and with foxtel iQ you can skip through a 30 sec TV in 1 second… or if you are a traditionalist, go make a cuppa…
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Reasons or examples of why they are not viewable would be good, e.g. under the fold? Also a definition of Programmatic ads would be welcome for the uneducated marketing folks.
What does this really means – i.e. does it mean the programmed ads (run by scripts or auto bid systems) usually by large agencies are ripping us off rather than doing it manually by placing ads with the online asset providers directly with their sales departments?
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Wow Anonymous. You should go and see a doctor if your bladder is that weak that you have to pee in every ad-break.
Of course people go to the toilet and make a cuppa when the ads are on – they are human and you can see around an 8% drop during ad-breaks when you look at the minute-by-minute data.
Also Anonymous … I assume that you sit glued to your computer/tablet/smartphone screen, and always with the volume up, single browser open with just one tab, or a single app running.
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