Up to $90m worth of outdoor advertising wasted by poor viewability, report suggests

Poor viewability on outdoor advertising screens could diminish the value to advertisers by $90m this year, a new report suggests.

The Viewability Report, collated by Outdoor Inspection Services, indicates 10% of ads are not being delivered correctly in view for the campaign duration.

Some of this year’s problematic campaigns

The report also suggests digital outdoor has a lower in view rate compared to traditional or ‘classic’ outdoor advertising. OIS collects data from more than 500,000 compliance checks across vendors and advertisers.’

The average ‘in view’ benchmark – which shows how many ads are actually visible- has fallen to 90% in the first half of 2018, down from 92% in 2017.

CEO of OIS, Justin Singh, suggested this could be due to changing infrastructure and operations. However the major causes impacting view levels remain ads being obstructed or not posted.

“This report clearly demonstrates the need for advertisers to practice due diligence and generate their own verification data that’s independent from supplier data,” Singh said.

“We have a huge amount of data which suggests that not all of the budget an advertiser invests is being delivered correctly.

“With the increased appetite for greater transparency of out-of-home media verification, it’s important to report if an ad has been ‘posted’ or has ‘played’, however it’s essential to know if the ad was in view correctly on the screen according to contractual guarantees”.


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