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2014 Q4 Media Quality Report
Integral Ad Science's Q4 2014 media quality report found that: - Viewability rates for publisher inventory remained steady at 52.7% while improving for networks/exchanges to 42.6% - Video ad viewability increased 9 points to 39% - Violence and adult content remained the top categories for brand risk
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2014 Q4 Media Quality Report
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- 2. Integral Ad Science’sQ4 2014 Media Quality Report highlights the state of media quality in U.S. online advertising. 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. Q4 Media Quality Report Key Takeaways: • At 52.7%, the viewability rate for publisher- sourced inventory remained relatively unchanged in Q4. The level of ad fraud increased slightly since Q3, but remained far better than that of networks and exchanges. • Viewability for display impressions sourced from networks and exchanges improved from 36.7% in Q3 2014 to 42.6% in Q4 2014, suggesting heightened user attention and/or increased adoption of viewability optimization technology. • Video ads experienced improved viewability, up nine percentage points to 39.0% since last quarter. • Violence and adult content remained the top content categories to cause brand risk. 1All percentages based on impressions analyzed in Q4 2014; Industry Insights based on Integral Insights Year-End Survey, Dec. 2014 69%believemediaqualityisatoppriorityintheirorganizationINDUSTRY INSIGHT
- 3. 1,000250 548 707 TRue AdvertisingQuality Score PUBLISHERSNETWORKS & EXCHANGES PUBLISHERS NETWORKS & EXCHANGES 3.3% 14.5% 0% 2% 4% 6% 8% 10% 12% 14% 16% PUBLISHERS NETWORKS & EXCHANGES In view as per MRC standard 52.7% 42.6% Moderate to very high risk NETWORKS & EXCHANGESPUBLISHERS 14.0% 17.5% TRue Advertising Quality Score 2 DISPLAY TRAQ SCORE BRAND RISK VIEWABILITY AD FRAUD 92% agree ad fraud is a serious problemINDUSTRY INSIGHT
- 4. 29% 3 % 2% 32% 9 % 2% 23% PUBLISHERS NETWORKS & EXCHANGES Adult Alcohol Drugs HateSpeech Illegal Downloads Offensive Language Violence 38.1% 1.8% 7.3% 2.4% 9.0% 1.5% 40.0% 30.4% 3.3%10.7% 2.7% 15.1%2.6% 35.2%29% 3 % 2% 32% 9 % 2% 23% PUBLISHERS NETWORKS & EXCHANGES Adult Alcohol Drugs Hate Speech Illegal Downloads Offensive Language Violence 38.1% 1.8% 7.3% 2.4% 9.0% 10. 2.7% 15.1%2.6% 35.2% 29% 3 % 2% 32% 9 % 2% 23% PUBLISHERS NETWORKS & EXCHANGES Adult Alcohol Drugs Hate Speech Illegal Downloads Offensive Language Violence 38.1% 1.8% 7.3% 2.4% 9.0% 1.5% 40.0% 30.4% 3.3%10.7% 2.7% 15.1%2.6% 35.2% d Risk by Level VERY HIGH HIGH MODERATE 12.5% 1.4% 0.1% 13.4% 3.3% 0.8% 14.0% 17.5% PUBLISHERS NETWORKS & EXCHANGES by Level VERY HIGH HIGH MODERATE 12.5% 1.4% 0.1% 13.4% 3.3% 0.8% 14.0% 17.5% PUBLISHERS NETWORKS & EXCHANGES 3 DISPLAY BRAND RISK BY CATEGORY BRAND RISK BY LEVEL
- 5. Viewability by Time 0% 10% 20% 30% 40% 50% 60% 52.7% 42.6% 25.6% 15.0% 35.3% 20.0% 1s5s 15s PUBLISHERS NETWORKS & EXCHANGES 1s 49.3% 5s 27.5% 15s 15.5% 1s 54.0% 5s 35.5% 15s 21.0% 1s 62.2% 5s 40.5% 15s 21.6% Viewability by Ad Size Leaderboard 728x90 Medium Rectangle 300x250 Skyscraper 160x600 4 DISPLAY VIEWABILITY BY TIME VIEWABILITY BY SIZE 52%havetransactedbasedonviewabilityin2014,73%believetheywillin2015INDUSTRY INSIGHT
- 6. Brand Risk byChannel VERY HIGH HIGH MODERATE 8.7% 1.9% 0.2% 26.5% 4.0% 1.4% 10.8% 32.0% PUBLISHERS NETWORKS & EXCHANGES Completion Rates In View 1st Quartile Midpoint 3rd Quartile Completed 30.7% 28.8% 27.5% 26.0% TRue Advertising Quality Score Brand RiskTRAQ Score Moderate to Very High Risk Viewability Ad FraudIn view as per MRC standard 545 20.7% 39.0% 10.6% 5 VIDEO 27% predict programmatic video will experience the greatest growth in 2015INDUSTRY INSIGHT COMPLETION RATE IN VIEW BRAND RISK BY CHANNEL
- 7. Average Week ThanksgivingWeek Christmas Week Wednesday Thursday Friday Saturday ImpressionVolume 6 In 2014, Thanksgiving and Christmas both landed on Thursdays, allowing for a day-by-day comparison of Internet usage during the holidays. Using ad impression volume, Integral calculated average U.S. online activity during a typical Wednesday through Saturday time frame, and then compared it to the same days during the week of Thanksgiving, November 26 - 29, and Christmas, December 24 - 27, 2014. 1 2 3 4 5 HOLIDAY INTERNET USAGE
- 8. 7 Findings revealed thatusers are in fact more likely to sign off and shut down to celebrate the holidays. While Thanksgiving Eve mimicked an average Wednesday, online activity was slightly depressed Thanksgiving morning - most of the labor force had the day off, and meal preparations may have been underway. Christmas Eve saw a sharp decline in activity in the afternoon and through the evening, coinciding with celebrations. Activity remained below average on Christmas morning as gifts were likely being exchanged and opened. Thanksgiving and Christmas afternoons were similar - below average Internet usage - at the same time that feasts were being served. After dinner on both days, activity returned to normal. Black Friday and Boxing Day appeared similar to an average Friday with the exception of a slight decrease in activity in the early hours - perhaps some users were already out shopping or returning, or taking the opportunity to sleep in on another day off from work. The Saturday after Thanksgiving was notably more active than normal suggesting Cyber Monday shopping might have kicked off two days early, while the Saturday after Christmas was just another typical Saturday. 1 2 3 4 5 HOLIDAY INTERNET USAGE
- 9. Integral Ad Scienceis the leading provider of actionable advertising intelligence data for buyers and sellers of digital media. Since launching the industry’s first preventative brand safety solution in 2009, powered by constant growth and innovation, 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 8
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