Viewability

Percent of impressions, minimum 50% in view for minimum of 2 consecutive seconds

Average Viewability

High viewability rates are a key objective for brands and agencies and our metrics show steady increases over the past year. In Q1 2019, the average viewability rate of 70% rose from 62% in Q1 2018 and from 68% in Q4.

+2%

Quarter / Quarter

Q4 2018 / Q1 2019

+12%

Year / Year

Q1 2018 / Q1 2019

Average Viewable Completion Rate*

The average viewable completion rate rose in Q1 from 76% to 81% year over year and from 80% to 81% from Q4 ‘18 to Q1.

*Percent of impressions, both viewable and played all the way through. Viewable Completion Rate is a subset of Viewability.

+2%

Quarter / Quarter

Q4 2018 / Q1 2019

+7%

Year / Year

Q1 2018 / Q1 2019

Viewability by Media Type

While viewability is consistently higher on premium publisher sites than on aggregators, the rates for both media types increased year to year from Q1 2018 to Q1 2019. Premium sites saw growth in viewability rates from 70% in Q1‘18 to 83% in Q1‘19 and viewability among aggregators rose from 59% to 64% in that same period.  Quarter to quarter, the picture is a bit different. Premium publishers decreased by one percentage point, from 84% to 83% Q4 ‘18 to Q1 ‘19, while the rate for aggregators increased slightly from 62% to 64%.

Viewability by Ad Length

Viewability rates for 15-second ads increased year over year, from 57% in Q1 2018 to 68% in Q1 2019, while the rate for 30-second ads saw a slight decline over that same period from 76% to 73%.

Viewable Completion Rate by Media Type

Viewable completion rates (a subset of viewability) for media aggregators experienced a solid lift year over year, from 70% to 78%, Q1 2018 to Q1 2019. During that same period, the rate for premium publishers remained flat at 88%. The quarter to quarter change, Q4 2018 to Q1 2019, saw a decrease for premium publishers, from 89% to 88%, and an increase for aggregators, from 75% to 78%.

Viewable Completion Rate by Ad Length

Viewable completion rates rose for 15-second ads both year to year and quarter to quarter, moving from 74% in Q1 2018 to 82% in Q1 2019 and from 81% to 82% Q4 to Q1. 30-second ads saw a decrease in viewable completion rates year over year, from 82% in Q1 ‘18 to 80% in Q1 ‘19, but an increase in rates quarter to quarter—from 76% in Q4 ‘18 to 80% in Q1.

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