Big billboard display ads rank highest for viewability on desktops, according to data from SaaS analytics company Moat Analytics. The research represents impressions measured by Moat and found that 970×250 ads, including in-browser banners, rich media and IAB Rising Star units, had the highest in-view rate out of desktop display ads studied worldwide during Q3 2014, at 65.8%.
While the wide ads landed at the top for in-view rate—the percentage of impressions where at least 50% of an ad was actively in-view for at least 1 continuous second—vertical ads gave the rest of the horizontal ad formats a run for their money. Average in-view rate for second-place 300×600 desktop display ads was 62.1%, and this came in at 55.0% for No. 3 160×600 placements. Due to their longer length, 300×600 and 160×600 ads also saw the highest in-view time, coming in at 21.8 seconds and 21.6 seconds, respectively. In comparison, 970×250 ads were in-view for an average 16.1 seconds—the lowest out of all sizes studied. Read the rest at eMarketer.