2015 Q4 Media Quality Report
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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, Ad Fraud, and enhanced video metrics.
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2015 Q4 Media Quality Report
- 2. 1 Integral Ad Science’s Q4 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, Ad Fraud, and enhanced video metrics. All percentages based on impressions analyzed in Q4 2015.
- 3. TRue Advertising Quality Score Moderate to Very High Risk In view as per MRC standard 2 US DISPLAY SNAPSHOT TOTAL 597 TRAQ SCORE TOTAL 12.1% BRAND RISK TOTAL 44.7% VIEWABILITY TOTAL 10.5% AD FRAUD TRue Advertising Quality Score 1,000250 PUBLISHER DIRECT NETWORKS & EXCHANGES 568 646 PUBLISHER DIRECT NETWORKS & EXCHANGES 3.0% 11.0% 0% 2% 4% 6% 8% 10% 12% Moderate to Very High Risk NETWORKS & EXCHANGES PUBLISHER DIRECT 13.0% 8.2% In view as per MRC standard NETWORKS & EXCHANGES PUBLISHER DIRECT 53.6%41.5% In view as per MRC standard NETWORKS & EXCHANGES PUBLISHER DIRECT 53.6%41.5% NETWORKS & EXCHANGES NETWORKS & EXCHANGES PUBLISHER DIRECT PUBLISHER DIRECT
- 4. 3 BRAND RISK BY LEVEL BRAND RISK BY CATEGORY US DISPLAY D RISK BY LEVEL VERY HIGH HIGH MODERATE 9.8% 1.7% 0.6% 12.1% PUBLISHER DIRECT NETWORKS & EXCHANGES OVERALL 6.8% 1.1% 0.4% 8.2% 10.5% 1.8% 0.7% 13.0% BRAND RISK BY LEVEL VERY HIGH HIGH MODERATE 9.8% 1.7% 0.6% 12.1% PUBLISHER DIRECT NETWORKS & EXCHANGES OVERALL 6.8% 1.1% 0.4% 8.2% 10.5% 1.8% 0.7% 13.0% ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS ILLEGAL DRUGS OFFENSIVE LANGUAGE VIOLENCE BRAND RISK BY CATEGORY NETWORKS & EXCHANGES 17.5% 16.1% 42.3% 7.0% 11.8% 2.8% 2.5% PUBLISHER DIRECT 23.3% 13.6% 11.3%19.1% 4.7% 2.0% 26.1% 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 17.5% 16.1% 42.3% 7.0% 11.8% 2.8% 2.5% PUBLISHER DIRECT 23.3% 13.6% 11.3%19.1% 4.7% 2.0% 26.1% ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS ILLEGAL DRUGS OFFENSIVE LANGUAGE VIOLENCE
- 5. VIEWABILITY BY TIME VIEWABILITY BY AD SIZE US DISPLAY 4 0% 10% 20% 30% 40% 50% 60% ≥1s ≥5s ≥15s 53.6% 44.7% 41.5% 27.5% 16.1% 40.1% 26.5% PUBLISHER DIRECT OVERALLNETWORKS & EXCHANGES VIEWABILITY BY CHANNEL (TIME) 31.0% 18.8% VIEWABILITY BY AD SIZE ≥1s ≥5s ≥15s 14.6% 26.0% 42.5% LEADERBOARD 728x90 ≥1s ≥5s ≥15s 17.0% 28.7% 41.9% MEDIUM RECTANGLE 300x250 ≥1s ≥5s ≥15s 22.7% 40.2% 57.3% SKYSCRAPER 160x600 ≥1s ≥5s ≥15s 25.0% 42.8% HALF PAGE 300x600 57.7% ≥1s ≥5s ≥15s BILLBOARD 970x250 15.2% 32.0% 51.7% ≥1s ≥5s ≥15s PORTRAIT 300x1050 25.3% 34.9% 46.5%
- 6. TRue Advertising Quality Score Moderate to Very High Risk In view as per MRC standard TOTAL 562 TRAQ SCORE TOTAL 18.1% BRAND RISK TOTAL 29.1% VIEWABILITY TOTAL 10.0% AD FRAUD 5 TRue Advertising Quality Score Moderate to Very High Risk In view as per MRC standard GLOBAL VIDEO SNAPSHOT TRue Advertising Quality Score 1,000250 PUBLISHER DIRECT NETWORKS & EXCHANGES 536 693 PUBLISHER DIRECT NETWORKS & EXCHANGES 6.1% 10.5% 0% 2% 4% 6% 8% 10% 12% Moderate to Very High Risk NETWORKS & EXCHANGES PUBLISHER DIRECT 18.5% 16.1% Moderate to Very High Risk NETWORKS & EXCHANGES PUBLISHER DIRECT 18.5% 16.1% In view as per MRC standard NETWORKS & EXCHANGES PUBLISHER DIRECT 53.7%25.3% NETWORKS & EXCHANGES NETWORKS & EXCHANGES PUBLISHER DIRECT PUBLISHER DIRECT
- 7. BRAND RISK BY LEVEL BRAND RISK BY CATEGORY GLOBAL VIDEO 6 D RISK BY LEVEL VERY HIGH HIGH MODERATE 14.9% 2.9% 0.7% 12.6% 3.2% 0.2% 14.6% 2.9% 0.6% 18.5% 16.1% 18.1% PUBLISHER DIRECT NETWORKS & EXCHANGES OVERALL BRAND RISK BY LEVEL VERY HIGH HIGH MODERATE 14.9% 2.9% 0.7% 12.6% 3.2% 0.2% 14.6% 2.9% 0.6% 18.5% 16.1% 18.1% PUBLISHER DIRECT NETWORKS & EXCHANGES OVERALL ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS ILLEGAL DRUGS OFFENSIVE LANGUAGE VIOLENCE BRAND RISK BY CATEGORY NETWORKS & EXCHANGES 13.6% 21.0% 40.2% 7.9% 11.4% 2.2% 3.7% PUBLISHER DIRECT 19.9% 8.7% 21.7% 4.8% 1.5% 5.8% 37.6% 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 13.6% 21.0% 40.2% 7.9% 11.4% 2.2% 3.7% PUBLISHER DIRECT 19.9% 8.7% 21.7% 4.8% 1.5% 5.8% 37.6% ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS ILLEGAL DRUGS OFFENSIVE LANGUAGE VIOLENCE
- 8. COMPLETION RATE IN VIEW VIDEO ENGAGEMENT METRICS 7 GLOBAL VIDEO IMPRESSIONS ON AUTOPLAY 38.0% IMPRESSIONS WITH MULTIPLE VID EOSONPAGE 6.4% MOST COMMON PLAYER SIZE 300 x 250 1ST QUARTILE MIDPOINT 3RD QUARTILE COMPLETION 22.5% 21.8% 20.8% 19.4% VIDEO: COMPLETION RATES IN VIEW MOST COMMON IN-STREAM VIDEO CATEGORIES Arts & Entertainment News Sports Food & Drink Technology & Computing 1 2 3 4 5
- 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
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