Online video viewability in the UK rose 9% to 39% from the previous quarter, as more consumers watch online ads on mobiles and PCs, according to new research.
The study, from Integral Ad Science, found this increase this impacted positively on completion rates while in view, which also rose from 20% to 26%.
Video ad fraud decreased from 15% in Q3 to 10% in the final quarter of the year.
The insights are based on data gleaned from the hundreds of billions of impressions processed by Integral Ad Science in the quarterly period October-December 2014.
In the third quarter of 2014, Integral Ad Science’s report showed that display ads purchased on networks and ad exchanges were deemed “viewable” at 53.4% and were around the same at 52.7% in the last quarter. While viewability on networks and ad exchanges improved from 36.7% in Q3 to 42.6% in Q4.
“The UK is experiencing an increase in the adoption of viewability measurement technologies by networks and ad exchanges, as well as optimisation of media towards viewability. While online ad fraud remains a concern, our report showed a slight increase in impressions being delivered to fraudsters – 3.3% (from 3.0%) for publishers, and 14.5% (from 13.7%) for networks and exchanges – over the previous quarter,” said Niall Hogan, UK Managing Director of Integral Ad Science. “It’s become increasingly apparent to the industry that many elements impact on media quality. There is heightened awareness and demand for ads to meet or exceed quality standards.”
According to Integral Ad Science’s Year End Survey results published last month, 57% of the industry transacted based on viewability in 2014, and even more so, 73%, plan to do so this year.