Integral Ad Science
  • Solutions
    BY PRODUCT TYPE
    Ad fraud
    Brand Safety & Suitability
    Contextual Targeting
    Viewability
    Efficiency & Optimisation
    BY CHANNEL
    CTV & Video
    Programmatic
    Proprietary Platforms
    Mobile & In-App
    BY CUSTOMER TYPE
    Brands & Agencies
    Publishers
    Platforms & Partners
  • Insights
    IAS Insider
    Media Quality Report
    Research
  • Innovation
  • About IAS
    Quality Impressions™
    Newsroom
    Leadership & Awards
    Careers
  • Careers
Log in
Investors
Contact
APAC APAC
US US UK UK DE DE ES ES FR FR IT IT JP JP BR BR LATAM LATAM Korean Korean
Integral Ad Science
  • Solutions
    BY PRODUCT TYPE
    Ad fraud
    Brand Safety & Suitability
    Contextual Targeting
    Viewability
    Efficiency & Optimisation
    BY CHANNEL
    CTV & Video
    Programmatic
    Proprietary Platforms
    Mobile & In-App
    BY CUSTOMER TYPE
    Brands & Agencies
    Publishers
    Platforms & Partners
  • Insights
    IAS Insider
    Media Quality Report
    Research
  • Innovation
  • About IAS
    Quality Impressions™
    Newsroom
    Leadership & Awards
    Careers
  • Careers
Log in
Contact Us
APAC APAC
US US UK UK DE DE ES ES FR FR IT IT JP JP BR BR LATAM LATAM Korean Korean
  1. Home
  2. | Resources
  3. | Insights
  4. | Australians look at mobile web advertising for longer
October 2, 2019 by IAS Team

Australians look at mobile web advertising for longer

Insights
Mobile & In-App
Research
Share:

Australians tend to look at mobile web display ads for longer than their global counterparts, according to analysis by Integral Ad Science.

The Media Quality Report for the first half of 2019 shows that the average time-in-view for mobile web display ads was highest in Australia at 18.47 seconds, with US in second place at 16.19 seconds.

Australia was third for desktop display ads at 25.18 seconds, Italy next at 28.66 seconds and Spain 26.22 seconds.

Globally, time-in-view averaged 23.53 seconds for ads on desktop computers, the highest of any format.

Desktop display ads remain the biggest drivers of attention worldwide when compared to other display formats, with mobile web ads showing for 15.58 seconds on an average and mobile app for 20.18 seconds.

The global country comparisons:

Integral Ad Science

Australia saw higher increases of ad fraud when compared to the same time last year, with desktop display ads reporting a 66.6% rise, desktop video rose 43%, and mobile web display 20%.

“European Union privacy laws have reduced the effectiveness of cookies and illegal bot operators are finding it increasingly difficult to retarget in Europe, shifting their focus to other lucrative markets with scale, such as Australia and the US,” says James Diamond, managing director ANZ, at Integral Ad Science.

“As we head into Q4, advertisers must stay vigilant as fraudsters typically chase increased ad spend during the lucrative holiday shopping period.”

Australia’s brand risk numbers were one of the lowest globally thanks to the increased awareness among Australian brands and the granular-level reporting they use to protect their brands online.

For desktop display, Australia reduced brand risk by 63% to 2.5% from 6.8% last year. 

In mobile web display, Australia saw brand risk reduced by 60% to 3% from 7.4% with Italy just taking the lead at 2.8%.

The article was published in AdNews.

Access the content now.
Download
Access the case study now.
Download
Access the guide now.
Download
Access the research now.
Download
Sign up for insights right to your inbox.
Subscribe now ›

Related Posts

Research: Sustainability & Advertising
Research: Sustainability & Advertising
Learn more ›

November 14, 2022 by IAS Teams

Masters of Media – Azmat Habibulla, Chief Marketing Officer, South Indian Bank
Masters of Media – Azmat Habibulla,…
Learn more ›

September 28, 2022 by IAS Teams

Masters of Media – Tim Whitfield, General Manager of Technology, WooliesX part of Woolworths Group
Masters of Media – Tim Whitfield,…
Learn more ›

September 13, 2022 by IAS Teams

Sign up for fresh insights

Solutions

By Product Type

Ad Fraud

Brand Safety & Suitability

Contextual Targeting

Viewability

Efficiency & Optimization

By Channel

CTV & Video

Programmatic

Proprietary Platforms

Mobile & In-App

By Customer Type

Brands & Agencies

Publishers

Platforms & Partners

Insights

IAS Insider

Research

Media Quality Reports

Publishers

About IAS

Quality Impressions™

Newsroom

Leadership & Awards

Careers

Helpful Links

Contact

Log in

© 2021 Integral Ad Science, Inc.

Site indexing policy

Privacy policy

Subscription management

Site indexing policy

Privacy policy

Subscription management

© 2021 Integral Ad Science, Inc.

Search

Hit enter to search or ESC to close

Download Content

Fill out the form to have this content delivered directly to your email inbox.

Subscribe now

Fill out the form to sign up for the latest and greatest IAS updates— delivered right to your inbox.

Thank you for signing up for the IAS Newsletter.