Media quality in video advertising remains a challenge for online advertisers in the UK, according to a new report.
Integral Ad Science, the leader in quantifying digital media quality, today releases its UK Media Quality Report for Q3 2015. The latest findings show that despite increased investment by the UK’s digital advertising industry and greater consumer consumption of video content, brands still face challenges in viewability, brand safety risk and ad fraud in online video advertising.
Based on data insights collected from hundreds of billions of impressions analysed each quarter, the Integral Ad Science report shows that compared to display advertising, video advertising still has a way to go in improving media quality. In the third quarter of this year, 54.5% of display ads were not in view, for video this increased to 67.9% of ad impressions not in view.
Video also fares poorly in brand safety risk, which almost doubles to 16% of video ad impressions having the potential to appear adjacent to inappropriate content, whereas for display brand risk reached 9.1%. Additionally, rates of ad fraud in Q3 2015 were slightly higher in video compared to display; fraudulent activity seen in ad impressions reached 10.1% in video and 9.1% in display.
Niall Hogan, UK Managing Director of Integral Ad Science comments, “Video advertising is one of the fastest growing media in the UK, and it’s important that we as an industry continue to tackle issues around viewability, online ad fraud and brand safety risk. We still have work to do in display advertising, but video has even greater challenges to overcome.”
Whilst video continues to present challenges, ad spend in video advertising has seen exponential growth; at 56% year-on-year growth according to IAB/PwC. Additionally, consumption of video content has increased, Millward Brown’s AdReaction study found that on average UK consumers spend 3.5 hours per day watching video content across TV and digital devices.