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
Investor Relations
Contact
UK UK
US US DE DE ES ES FR FR IT IT JP JP BR BR LATAM LATAM APAC APAC 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
UK UK
US US DE DE ES ES FR FR IT IT JP JP BR BR LATAM LATAM APAC APAC Korean Korean
  1. Home
  2. | News
  3. | Media Quality Report: UK viewability hits all time high in H1 2018
September 25, 2018 by IAS Team

Media Quality Report: UK viewability hits all time high in H1 2018

Integral Ad Science (IAS), the global data and technology company that empowers the advertising industry to effectively grow the world’s leading brands, has released its bi-annual Media Quality Report for H1 2018.

The report reveals more than three-fifths of all UK display ads met minimum viewability standards, rising by 19% from 53.3% in H2 2017 to 63.4% in H1 2018. The length ads remain in view – providing the chance to engage consumers – is increasing rapidly, having jumped by almost a quarter (24.7%). With ads in view for 5 seconds increasing from 36.9% in H2 2017 to 46%, while ads in view for 15 seconds or more jumped by a third (33%), increasing from 20.2% in H2 2017 to reach 26.9% in H1 2018.

The report highlights a consistent rise in UK viewability levels across every environment, now reaching 64.5% for desktop video ads, 69% for mobile web video, 57.6% for mobile web display, and just under half of mobile in-app ads meeting minimum viewability standards in H1 2018 at 48.2%.

Nick Morley, EMEA MD, Integral Ad Science, comments, “Understanding the media quality variations across platforms is essential to help advertisers engage their audiences. The H1 2018 Media Quality Report highlights significant and positive progress for the digital advertising industry, with a higher proportion of digital ads not only meeting but exceeding viewability standards.”

Contrary to industry perceptions, risk to brand safety declined in the first half of 2018. Display ads flagged as serving in environments considered to pose a risk to a brand’s image fell from 5.8% in H2 2017 to 4.5% in H1 2018, while the risk posed to video ads on desktop also decreased from 12.2% to 10.6% over the first six months of 2018.

Morley continues: “Thanks to the renewed focus on brand safety, our latest report reflects the proactive measures taken, with a decline in brand risk in the UK. Looking ahead, we need to be mindful not to focus in on one sole area of media quality, at the detriment of others. We must take a holistic view of media quality and the performance it drives.”

Integral Ad Science’s H1 2018 Media Quality Report highlights brand safety, ad fraud, viewability, and time-in-view trends for programmatic and publisher direct advertising across display, video, mobile web, and in-app advertising. The Media Quality Report analysed data from over 500 billion global impressions, from advertising campaigns that ran between January 1st and June 30th 2018.

The full report can be viewed here.

Posted on September 25, 2018May 13, 2021
IAS white red logo
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

Audio

By Customer Type

Brands & Agencies

Publishers

Platforms & Partners

Insights

IAS Insider

Research

Media Quality Reports

About IAS

Quality Impressions™

Newsroom

Leadership & Awards

Careers

Helpful Links

Contact

Log in

© 2023 Integral Ad Science, Inc.

Accessibility_Icon Accessibility statement

Site indexing policy

Privacy policy

Subscription management

Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media

Site indexing policy

Privacy policy

Subscription management

Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media

© 2021 Integral Ad Science, Inc.

Search

Hit enter to search or ESC to close

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.