61% of directly placed ads stayed in-view for at least 1 second during the fist half (H1) of 2013, up from 56% in the second half of 2012 and 49.9% in H1 2012, according to [PDF] a new study from Integral Ad Science. Viewability for directly placed ads was better than for networks (43%, slightly up from 42.2%), exchanges (40%, up from 37.6%), and hybrids (40%, down from 41.1%).
Longer engagement with viewers was much harder to come by: just 31% of directly placed ads remained in-view for 15 seconds, although that was a significant rise from 22.7% in the previous 6-month period.
Details from Integral’s “Semiannual Review” indicate that viewability continues to be better for vertically oriented (160×600 – Skyscraper) ads, with an average of 67% in-view for at least 1 second. Read the rest at MarketingCharts.