Media Quality Report - Integral Ad Science - Q2 2015
Integral Ad Science Q2 2015 Report Shows Continued Viewability Challenges for the Industry New York, NY – August 13, 2015 – Integral Ad Science, the leader in quantifying digital media quality, today released its Q2 2015 Media Quality Report. Integral found that while advertisers and publishers have shown improvement at keeping fraudulent players at bay, the industry has been slow to improve viewability despite increasing pressure from media buyers. Compared to Q2 2014, overall viewability dropped by over 5 percentage points, or nearly 11 percent, from 49.4 percent to 44 percent. Viewability rates for ads sourced directly from publishers steadily declined since last year from 55.5 percent to 50.1 percent, and rates for ads from networks and exchanges declined from around 45 percent to 39.9 percent over the same period. “In an effort to bring transparency and improved health to digital advertising, Integral continues to research and monitor critical media quality metrics for the industry as a whole,” said Scott Knoll, CEO of Integral Ad Science. “The decrease in viewability rates year over year shows us that there is still a great deal of work to be done. Integral will persist in improving viewability rates by providing the best data and resources to our customers and partners.” Integral found video media quality and engagement improved from last quarter, with fraud decreasing from 14.1 percent to 11.2 percent. Consistent with the previous quarter, the most common player size observed was 300×250, suggesting that the industry is still mostly serving in-banner video advertising, as opposed to in-stream, pre-roll advertising. TRue Advertising Quality (TRAQ) for display media increased since Q1 2015 for networks and exchanges from 551 to 584. TRAQ decreased for publishers from 673 to 656. Also to note, this quarter saw more impressions being served in law, government and politics. Integral anticipates this number to continue to increase as candidate announcements for the 2016 U.S. Presidential election ramps up.
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Media Quality Report - Integral Ad Science - Q2 2015
- 2. Integral Ad Science’s Q2 2015 Media Quality Report highlights the state of media quality in global online advertising across display and video inventory. Integral processes hundreds of billions of impressions quarterly and is thus able to analyze the industry on a broad and representative level, across multiple media quality metrics: TRAQ (TRue Advertising Quality), Brand Risk, Viewability, and Ad Fraud. Q2 2015 Media Quality Report Highlights: • Overall viewability dropped 5 percentage points year over year, or nearly 11 percent, from 49.4% to 44.0%, indicating that the industry has been slow to improve viewability rates despite increasing pressure from advertisers. • Fraud levels decreased across the board compared to Q1 2015. Notably, Networks and Exchanges saw fraud decrease from 16.5% to 14.1%. • Video fraud decreased from 14.0% to 11.6% while video brand risk decreased noticeably from 22.7% to 15.4%. 1All percentages based on impressions analyzed in Q2 2015.
- 3. OVERALL: 604 OVERALL: 12.2% OVERALL: 44.0% OVERALL: 11.2% 2 1,000250 TRue Advertising Quality Score PUBLISHERSNETWORKS & EXCHANGES 584 656 In view as per MRC standard NETWORKS & EXCHANGES PUBLISHER 50.1%39.9% Moderate to Very High Risk NETWORKS & EXCHANGES 13.0% PUBLISHERS 7.9% 250 TRue Advertising Quality Score EXCHANGES 584 656 In view as per MRC standard NETWORKS & EXCHANGES PUBLISHERS 50.1%39.9% In view as per MRC standard NETWORKS & EXCHANGES PUBLISHERS 50.1%39.9% PUBLISHERS NETWORKS & EXCHANGES 3.7% 14.1% 0% 2% 4% 6% 8% 10% 12% 14% 16% DISPLAY SNAPSHOT TRAQ SCORE BRAND RISK VIEWABILITY AD FRAUD Moderate to Very High Risk NETWORKS & EXCHANGES 13.0% PUBLISHERS 7.9% Moderate to Very High Risk NETWORKS & EXCHANGES 13.0% PUBLISHERS 7.9% Moderate to Very High Risk NETWORKS & EXCHANGES 13.0% PUBLISHERS 7.9% Moderate to Very High Risk NETWORKS & EXCHANGES 13.0% PUBLISHERS 7.9% Moderate to Very High Risk NETWORKS & EXCHANGES 13.0% PUBLISHERS 7.9% Moderate to Very High Risk NETWORKS & EXCHANGES 13.0% PUBLISHERS 7.9%
- 4. BRAND RISK BY LEVEL BRAND RISK BY CATEGORY DISPLAY 3 nd Risk by Level VERY HIGH HIGH MODERATE 10.7% 1.7% 0.6% 6.5% 1.1% 0.3% 9.9% 1.7% 0.6% 13.0% 7.9% 12.2% PUBLISHERSNETWORKS & EXCHANGES OVERALL Brand Risk by Level VERY HIGH HIGH MODERATE 10.7% 1.7% 0.6% 6.5% 1.1% 0.3% 9.9% 1.7% 0.6% 13.0% 7.9% 12.2% PUBLISHERSNETWORKS & EXCHANGES OVERALL ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS ILLEGAL DRUGS OFFENSIVE LANGUAGE VIOLENCE Brand Risk by Category NETWORKS & EXCHANGES 43.1% 31.8% 2.0%7.3% 7.1% 4.8% 2.6% 44.4% PUBLISHERS 26.7% 17.2% 5.3% 41.5% ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS ILLEGAL DRUGS OFFENSIVE LANGUAGE VIOLENCE ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS ILLEGAL DRUGS OFFENSIVE LANGUAGE VIOLENCE Brand Risk by Category NETWORKS & EXCHANGES 43.1% 31.8% 2.0%7.3% 7.1% 4.8% 2.6% 44.4% PUBLISHERS 26.7% 2.7% 17.2% 5.3% 3.3% 3.3% 41.5% ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS ILLEGAL DRUGS OFFENSIVE LANGUAGE VIOLENCE ADS UAGE k by Category NETWORKS & EXCHANGES 43.1% 31.8% 2.0%7.3% 7.1% 4.8% 2.6% .4% PUBLISHERS 26.7% 2.7% 17.2% 5.3% 3.3% 3.3% 41.5% ULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS ILLEGAL DRUGS OFFENSIVE LANGUAGE VIOLENCE
- 5. DISPLAY 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% ≥1s ≥5s ≥15s 50.1% 44.0% 39.9% 25.9% 14.7% 34.2% 19.7% PUBLISHERS OVERALLNETWORKS & EXCHANGES Viewability By Channel (Time) 28.9% 16.9% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% ≥1s ≥5s ≥15s 50.1% 44.0% 39.9% 25.9% 14.7% 34.2% 19.7% PUBLISHERS OVERALLNETWORKS & EXCHANGES Viewability By Channel (Time) 28.9% 16.9% ≥1s 44.1% ≥5s 25.0% ≥15s ≥1s ≥5s ≥15s ≥1s ≥5s ≥15s 14.0% 48.3% 31.7% 18.6% 57.5% 37.7% 20.6% Viewability by Ad Size LEADERBOARD MEDIUM RECTANGLE SKYSCRAPER 728x90 300x250 160x600 4 VIEWABILITY BY AD SIZE* VIEWABILITY BY TIME *Top three ad sizes
- 6. TRue Advertising Quality Score Brand RiskTRAQ Score Moderate to Very High Risk Viewability Ad Fraud In view as per MRC standard 539 15.4% 37.2% 11.6% IMPRESSIONS ON AUTOPLAY 51.2% IMPRESSIONS W ITH MULTIPLE VID EOSONPAGE 9.2% MOST COMMON PLAYER SIZE 300 x 250 1st Quartile Midpoint 3rd Quartile Completion 29.5% 28.3% 27.1% 26.0% Video: Completion Rates In View MOST COMMON IN-STREAM VIDEO CATEGORIES Arts & Entertainment News Sports Law, Government, Politics Technology & Computing 1 2 3 4 5 OVERALL COMPLETION RATE IN VIEW VIDEO ENGAGEMENT METRICS VIDEO 5
- 7. VIDEO 6 BRAND RISK BY LEVEL BRAND RISK BY CATEGORY d Risk by Level ERY HIGH IGH MODERATE 13.1% 2.2% 0.9% 10.8% 1.5% 0.3% 12.6% 2.1% 0.8% 16.1% 12.6% 15.4% PUBLISHERSNETWORKS & EXCHANGES OVERALL Brand Risk by Level VERY HIGH HIGH MODERATE 13.1% 2.2% 0.9% 10.8% 1.5% 0.3% 12.6% 2.1% 0.8% 16.1% 12.6% 15.4% PUBLISHERSNETWORKS & EXCHANGES OVERALL ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS ILLEGAL DRUGS OFFENSIVE LANGUAGE VIOLENCE Brand Risk by Category NETWORKS & EXCHANGES 24.5% 26.0% 9.4% 8.0% 2.3% 2.2% 27.5% 6.8% PUBLISHERS 39.2% 1.7% 12.4%3.8% 5.8% 3.3% 33.8% ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS ILLEGAL DRUGS OFFENSIVE LANGUAGE VIOLENCE ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS ILLEGAL DRUGS OFFENSIVE LANGUAGE VIOLENCE Brand Risk by Category NETWORKS & EXCHANGES 24.5% 26.0% 9.4% 8.0% 2.3% 2.2% 27.5% 6.8% PUBLISHERS 39.2% 1.7% 12.4%3.8% 5.8% 3.3% 33.8% ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS ILLEGAL DRUGS OFFENSIVE LANGUAGE VIOLENCE OADS GUAGE k by Category NETWORKS & EXCHANGES 24.5% 26.0% 9.4% 8.0% 2.2% 27.5% 6.8% PUBLISHERS 39.2% 1.7% 12.4%3.8% 5.8% 3.3% 33.8% DULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS ILLEGAL DRUGS OFFENSIVE LANGUAGE VIOLENCE
- 8. TRue Advertising Quality Score 1,000250 642 UK586AUSTRALIA 610 GERMANY597FRANCE 12.2%UK 9.9%FRANCE 8.5%GERMANY 7.4%AUSTRALIA 0% 2% 4% 6% 8% 10% 12% 14% INTERNATIONAL DISPLAY SNAPSHOT TRAQ SCORE BRAND RISK VIEWABILITY AD FRAUD 7 In view as per MRC standard FRANCE GERMANYAUSTRALIA 40.8% 43.8% 49.7% Moderate to Very High Risk FRANCE 8.6% ALIA 6% UK 13.3% GERMANY 14.5% TRue Advertising Quality Score 250 642 UK586AUSTRALIA 610 GERMANY597FRANCE Moderate to Very High Risk FRANCE 8.6% AUSTRALIA 13.6% UK 13.3% GERMANY 14.5% Moderate to Very High Risk FRANCE 8.6% AUSTRALIA 13.6% UK 13.3% GERMANY 14.5% Moderate to Very High Risk FRANCE 8.6% AUSTRALIA 13.6% UK 13.3% GERMANY 14.5% Moderate to Very High Risk FRANCE 8.6% AUSTRALIA 13.6% UK 13.3% GERMANY 14.5% In view as per MRC standard FRANCE GERMANY UK 55.4% AUSTRALIA 40.8% 43.8% 49.7%
- 9. Integral Ad Science is the leading provider of actionable advertising intelligence for buyers and sellers of digital media. Since launching the industry’s first preventative brand safety solution in 2009, Integral has evolved into a global media valuation platform that is the industry’s standard for rating media quality. Integral focuses on a comprehensive solution set that enables advertising to appear in quality environments and receive favorable exposures while allowing sellers to monitor and control inventory quality and performance. Integral’s technology drives improved visibility, efficiency, and ROI for all players across the digital media landscape. CONTACT US info@integralads.com www.integralads.com +1 (646) 278-4871 About INTEGRAL AD SCIENCE
- 10. integralads.com