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2015 Q2 Media Quality Report
The Q2 2015 Media Quality Report by Integral Ad Science examines the state of media quality in global online advertising, showing a 5% year-over-year drop in overall viewability to 44.0%, despite decreased fraud levels in networks and video formats. The report highlights fraud reduction across display and video, with notable improvements in brand risk metrics, particularly in video. Integral Ad Science provides comprehensive advertising intelligence solutions, focusing on ensuring quality environments for ad placements.
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2015 Q2 Media Quality Report
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- 2. Integral Ad Science’sQ2 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 BYLEVEL 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% PUBLISHERSOVERALLNETWORKS & 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 QualityScore 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 BYLEVEL 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. Integral Ad Scienceis 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
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