Table - Online Ad Viewability

Pulling data from thousands of campaigns and almost 300 billion impressions across a mix of advertisers and publishers, comScore says that 54% of ads are not in-view, according to a presentation given by VP of Marketing and Insights, Andrew Lipsman, at the Advertising Research Foundation conference (first reported by AdAge). That’s significantly worse than figures released by comScore last year, which estimated 31% of impressions to be not in-view. The latest figures are more representative of reality, whereas the earlier ones are more of a “best-case scenario,” according to Lipsman.

That’s because the latest figures are the result of a stronger empirical analysis of a mix of campaigns run by comScore, whereas last year’s charter study involved more optimal conditions as it was based on blue-chip advertisers running ads primarily on premium sites. Read the rest at MarketingCharts.