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: Nordic countries lead the way with viewability rates beating the global average
November 6, 2018 by IAS Team

Media Quality Report: Nordic countries lead the way with viewability rates beating the global average

The latest Integral Ad Science Media Quality Report provides benchmarks for viewability, brand safety, ad fraud, and time-in-view across display and mobile web advertising across Sweden, Norway, Finland and Denmark

06 November, 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 focused on the Nordic region – Sweden, Norway, Finland, and Denmark.

The report reveals that viewability* across the Nordic region is stronger than the global average. Looking at desktop display, the Nordics overall achieves a 66.5% rate of viewability versus 61.6% for global impressions. In particular Finland and Norway lead, with 68% and 67.7% of measured inventory found to be viewable respectively. For mobile web display, the Nordic region achieves 52.3% viewability compared to the global 52.2% benchmark. Again, Norway presents a strong viewability rate within mobile web display at 60.3%.

For the first time, the Nordics report includes time-in-view benchmarks – the length of time that a impression is in view over the duration of a campaign. For desktop display, the Nordics performs strongly compared to the global average (totalling 11.89 seconds versus 11.08 seconds).

When looking at brand safety on desktop, advertisers in the Nordic region are more likely to appear alongside risky content compared to the global average – with 7.3% of impressions appearing next to risky content versus 6% globally. Looking at country level, Sweden has experienced a sharp decline in risk posed to a brand’s safety online, especially within desktop (down from 17.5% in H2 2017, to 5.7%). This is predominately thanks to improvements on brand risk associated with programmatic buys. Norway in particular experiences an extremely low level of brand risk at 1.6%, whereas Denmark tops the region with over 1 in 10 impressions appearing next to unsavoury content, at 11%.

When looking at optimised ad fraud levels – where ad fraud detection technology is in place – the Nordics has a strong proposition, with 0.2% of desktop impressions flagged for fraudulent activity compared to 0.8% globally, and for mobile web display, 0.1% compared to 0.5% globally.

Björn Lindholm, Sales Director for Nordic Region at Integral Ad Science, comments: “To enable effective media planning and buying, a holistic understanding of media quality performance is essential in today’s digital advertising ecosystem. A deep understanding of the global media marketplace and individual market nuances is crucial to maximise budgets and results.”

Lindholm continues: “Together, Sweden, Norway, Denmark and Finland, present a strong proposition, our latest report reflects the advancements made to improve the measurement of digital advertising performance across the region.”

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 and mobile web 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 Nordics report (comprising of Sweden, Norway, Finland, and Denmark) can be viewed here, and the full global report can be viewed here.

*Viewability is determined for display and mobile ads as 50% of the ad unit in view for one continuous second as per MRC standards

Posted on November 6, 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.