May 30, 2017

Nearly half of digital ads still aren’t considered viewable

New data from Integral Ad Science finds that only 53% of display ads in the U.S. met the industry's viewability standards and only 58% of video ads met the industry's viewability standards (below).

Why it matters: Per the study, even if ads do meet viewability standards, digital ad effectiveness in the U.S. still has a long way to go. Only 51% of consumers say they looked at a viewable ad and only 17% say they recalled it. This, combined with an increase in ad-blocking, points to signs that the digital ad landscape needs to continually adjust to consumer preferences and updates in technology.

The good news: New "predictive targeting" tools through programmatic have given advertisers the ability to regain quality control by placing their ads through whitelists in places they are more likely to be loaded and viewed by real people (not bots). For video, the transition from Flash to HTML5 is also helping to weed out unviewable ads.

The U.S. ranks middle of the pack: Per the study, the U.S. digital ad market isn't the worst when it comes to uploading viewability standards, but it's not the best either:

UK: 49.9%France: 50.5%Australia: 51.9%United States: 53.0%Canada: 58.9%Germany: 57.8%

The standards aren't crazy high: The standards are based on recommendations from the media's de facto watchdog group, the independent Media Ratings Council (MRC). According to MRC, here are how often ads need to load in order for them to be considered "viewable":

  • Standard banner ads: At least 50% of the ads are in view for at least 1 second
  • Large format ads: At least 30% of the ads are in view for at least 1 second
  • Video ads: At least 50% of the ads are in view for at least 2 seconds

Go deeper

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Hong Kong riot policeissue a warning as they aim to clear away people gathered downtownon Wednesday. Photo: Anthony Wallace/AFP via Getty Images

Hong Kong riot police fired pepper pellets at protesters and surrounded the Legislative Council during demonstrations against a bill proposing to criminalize "disrespect of the Chinese anthem" on Wednesday, per Reuters.

Why it matters: The bill is the latest concern pro-democracy protesters have that Chinese authorities are encroaching on the high degree of autonomy the former British colony has retained since it was returned to China in 1997.

Minneapolis unrest as hundreds protest death of George Floyd

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Minneapolis police used tear gas during clashes with protesters demanding justice Tuesday night for George Floyd, an African American who died in police custody, according to multiple news reports.

Driving the news: The FBI is investigating Floyd's death after video emerged of a Minneapolis police officer kneeling on his neck for several minutes, ignoring protests that he couldn't breathe. Hundreds of protesters attended the demonstration at the intersection where Floyd died, per the Guardian.

U.S. coronavirus updates

Data: The Center for Systems Science and Engineering at Johns Hopkins; Map: Andrew Witherspoon/Axios. This graphic includes "probable deaths" that New York City began reporting on April 14.

Virginia Gov. Ralph Northam announced plans Tuesday to make wearing face coverings mandatory statewide for most people over the age of 10 when inside public places like retailers, on public transportation and government buildings. He announced the measure, effective Friday, as coronavirus case numbers increased to 39,342.

By the numbers: More than 98,900 people have died from COVID-19 and over 1.6 million have tested positive in the U.S. Over 384,900 Americans have recovered and more than 14.9 million tests have been conducted.