Programmatic mobile web impressions rose 16.6% in 2018

Anne Freier

In Mobile Advertising. April 3, 2019

Despite Brexit and market concerns, UK digital ad spend now totals over £14 billion in the UK with video ad impressions offering some of the best engagement opportunities.

According to the latest Media Quality Report by Integral Ad Science, programmatic viewability rates outperformed publisher direct buys on both mobile web and desktop display.

Mobile web impressions through programmatic channels increased 16.6% during the second half of 2018, whilst mobile video continues to power audience engagement.

In determining opportunities to capture UK consumer attention, marketers can turn to time-based measurements. Indeed, ad video impressions provided the longest time in view at 13.4 seconds compared to display web at 10.7 seconds and mobile at 7.9 seconds.

The UK ranks the third largest programmatic market behind the US and China at a forecasted £3.7 billion in spending accounting for 76% of digital media trading. By 2020, 80% of the UK’s digital media will be expected to be traded programmatically.

“Findings from the H2 2018 Media Quality Report demonstrate the major shift towards programmatic trading, with the term ‘programmatic’ no longer associated with lower quality inventory,” said Nick Morley, EMEA MD at Integral Ad Science. “This is likely due in part to an increase in publishers utilising programmatic to sell valuable inventory, via private marketplaces (PMPs). Another noticeable shift is that seen in video engagement, with content consumption patterns reflected in the time-in-view data.”

Meanwhile, ad fraud continues to be a problem for both desktop and mobile advertisers. During H2 2018, the volume of fraudulent impressions increased on desktop to 40.3% with the majority of desktop display fraud driven by programmatic.

Mobile web display and video fraud levels remained at 0.5%. However, as mobile phone usage increases and advertisers continue to invest in video and display ads fraud levels are likely to continue to increase.

Brand risk for mobile web display inventory fell from 4.2% to 3.4% between H1 and H2 2018, showing an improvement of 20.1% largely due to programmatic inventory.

Brand risk on mobile video inventory meanwhile rise 27.7% to an average 11.6% driven by alcohol sales during the Holiday season.