Digital video ad viewability is on the up. According to Q4 2014 research by Integral Ad Science, the percentage of US online video ads that were in-view that quarter reached 39.0%, a 9-percentage-point quarter-over-quarter increase. These figures exclude mobile.
As viewability rates experienced a strong increase in Q4 2014, US video ad completion rates while in-view did, too, rising 6 percentage points from Q3 2014 to 26.0%. Among lower completion levels, the differences weren’t huge: 30.7% in the first quartile, 28.8% at the midpoint and 27.5% for the third quartile.
Unfortunately, an influx in user attention and ad demand comes with some issues, as well. Brand risk for video ads was up slightly between Q3 and Q4 2014, from 18.7% to 20.7%. Integral Ad Science reported an ad fraud rate of 10.6% for video. Read the rest at eMarketer.