Think with Google released an infographic to educate the industry on how viewability is measured on video ads. Video ads have become a major source of revenue for publishers, preferred creatives for advertisers and a segment of the industry that needs to go under the microscope to create consistent best practices.
Similar to what’s happening in display advertising, there’s a shift underway from served to viewable impressions for video ads. By transacting only on videos that are viewable, advertisers can ensure that their ads are seen, and as a result, they can enhance their return on investment (ROI) To better understand the current state of video ad viewability on YouTube and across the web, we analyzed our DoubleClick, Google and YouTube advertising playforms using Google’s Active View measurement technology. Here we explore the factors that help determine video viewability – Think With Google
What is considered a viewable video impression?
A video advertisement is considered viewable when at least 50% of the ad’s pixels are visible on a screen for at least two consecutive seconds. This is defined from the IAB (Interactive Advertising Bureau) and MRC (Media Rating Council.
Viewability rate is the percentage of viewable impressions out of the total number of viewable plus non-viewable impressions.
Key stats and takeaways
YouTube video viewability across web devices and mobile apps is 91%
On YouTube over half of all views now come from mobile. And on mobile devices across both web and app, YouTube exhibits an even higher viewability at 94%
76% of non-viewable ads were never on screen. They were in a backround tab or not on the screen at all.
Not including YouTube, average viewability across the web is 54%
24% of non-viewable ads were scrolled off-screen or abandoned in fewer than two seconds.
Page position correlates to higher viewability. The more prominent the position, the more viewable the ad.