Online ad viewability peaks in UK

Anne Freier

In Mobile Advertising. September 9, 2019

Mobile app display ads in the US (67%) outperformed viewability rates globally (62.3%) whilst online ad viewability reached a peak in the UK, according to Integral Ad Science.

Desktop display viewability reached 70.9% during H1 2019, according to the latest Media Quality Report, marking the first time that desktop display ads have crossed the 70% barrier. This also means that the UK exceeded the global average of 61.6%.

At the same time, brand risk in the UK dropped 1.7 percentage points from 4.5% in H1 2018 to 2.8% in H1 2019.

Italy registered the highest viewability rate across all benchmarks and countries with 80.4% of mobile web video ad impressions in view for at least 2 seconds while half or more of the player was also in view.

“Our H1 2019 Media Quality Report indicates a consistent drop in brand risk for the UK, with viewability levels continuing to rise,” said Nick Morley, EMEA MD at Integral Ad Science. “When compared globally, the UK appears consistently in the top rankings, showcasing the current high quality of UK digital advertising. It’s thanks to this level of granular and global insight that brands can protect their advertising investments in a fragmented ecosystem and ensure they drive the greatest return.”

Video fraud rates for desktop devices fell below 1% globally. These were driven by a reduction in optimised-against-ad-fraud rates in the US, UK, and Italy. Lower fraud rates in programmatic transactions drove the improvements across the key three markets.

Almost one in 10 (9.8%) video ad impressions still appeared next to inappropriate content, representing a small 0.8 percentage decrease from 2018.