49.9% of directly placed ads stayed in-view for at least 1 second in H2, according to an August 2012 study from AdSafe Media. Viewability for directly placed ads was better than for networks (41.2%) and platforms/exchanges (40.3%). Longer engagement with viewers was much harder to come by: just 21.1% of directly placed ads remained in-view for 15 seconds, dropping to 16.4% for networks and 16.3% for exchanges.
In its previous semi-annual report, AdSafe found that more than 38% of display ads were either not in-view at all to their intended user or in-view for less than half a second, the standard time accepted for an ad view. The latest study notes that earlier reports measured viewability data against a requirement of 75% of the creative to be in-view to the user, while the August report adopts 3MS guidelines, with the standard for a viewable impression being 50% of the ad creative in-view. Read the rest at MarketingCharts.