Online video ads are reaching an ever-growing number of Americans, but how many are being seen? A new study from VideoHub indicates that during the first quarter, average viewability for online video ads in the US was 83%, although rates varied widely among properties, from 43% on the low end to 94% on the high end. Broadcast TV sites fared best (89% on average) among property categories, with networks and exchanges (73%) bringing up the rear.
VideoHub says it’s the only MRC-accredited technology for a viewability solution for video, and defines average viewability percentage as “the number of an ad’s pixels you saw divided by the number of pixels you could have seen.”
54% of online ads aren’t viewed, comScore recently estimated, though in-view rates tended to be higher for premium sites. (Viewability in that case was defined as 50% of pixels being in-view for at least one second.) Read the rest at MarketingCharts.