Digital video ad viewability is on the up. According to Q4 2014 research by Integral Ad Science, the percentage of US online video ads that were in-view that quarter reached 39.0%, a 9-percentage-point quarter-over-quarter increase. These figures exclude mobile.
While video ads still trailed other options, this was the biggest increase in points. Display ads purchased from networks and exchanges also saw quarter-over-quarter growth in viewability, from 36.7% to 42.6%, which the study suggested signaled “heightened user attention and/or increased adoption of viewability optimization technology.” Meanwhile, the viewability rate for display ads bought directly from publishers fell slightly to 52.7%, from 53.4% in Q3. Read the rest at eMarketer.