New York – Integral Ad Science, the leader in quantifying digital media quality, today released its Q1 2016 Media Quality Report, revealing a 20.7 percent increase in programmatic display viewability from Q4 2015 to Q1 2016. While Q1 typically sees a drop in overall advertising volume compared to Q4, these results indicate a bigger industry move to combat the buying and selling of fraudulent ads and deliver customer-centric experiences. While the industry conversation around brand risk continues, the data found by Integral indicates positive movement in the space.
Key among the findings:
- 9.1 percent overall brand risk in Q1 2016, as compared to 12.1 percent in Q4 2015 in the U.S.
- Overall and programmatic ad fraud were 8.3 percent and 8.7 percent respectively, a decrease of 20.9 percent in Q1
- Video viewability increased from 29.1 percent in Q4 to 40.4 percent in Q1
- This is the fifth quarter in a row that fraud decreased for both publishers direct and programmatic
- Globally, Integral found 13 percent overall brand risk, and 40.4 percent viewability in Q1 2016
New this quarter, Integral is reporting on ad clutter benchmarks, recording the number of ads served to consumers on a page. Integral examined ad clutter in the following categories: moderately cluttered (four to five ads), highly cluttered (six to nine ads) and very highly cluttered (10 or more ads). The preliminary findings revealed that ad clutter is currently under control, meaning consumers are less likely to be inundated with many ads on busy pages. Integral found that less than five percent of impressions are being served on pages with high and very high clutter ratings across the board.
“While our analysis shows that viewability and media quality is improving, there is still a lot of work to do to provide better ad experiences for consumers, and industry leaders must work together to identify the best solution,” said Scott Knoll, CEO of Integral Ad Science. “Integral’s goal is to enable brands and marketers to understand what is happening at every single touch point of their campaign allowing them to truly reach and connect with their customers.”
Integral’s Media Quality Reports is based on hundreds of billions impressions collected from its platform over the last quarter and highlights the state of media quality in global online advertising across display and video inventory. The report analyzes multiple media quality metrics, including TRAQ (TRue Advertising Quality), brand risk, viewability, ad fraud, ad clutter, and enhanced video metrics.
To view the full report, visit http://integralads.com/us-media-quality-report/.
About Integral Ad Science
Integral Ad Science is a technology company focused on ensuring safe, quality media environments for online advertisers. Employing the industry’s only media valuation platform, Integral Ad Science evaluates the media environment and establishes a TRAQ Score (TRue Advertising Quality), a first-of-its-kind, quantifiable measure of media quality that ultimately benefits every media buyer, seller, publisher and trading platform. TRAQ Score supports an advertiser’s ability to plan, execute and target their audience in an environment that reflects their brand image and drives ROI, while simultaneously setting benchmarks for publishers who wish to improve the quality of their content and design to attract premium advertisers. Integral is headquartered in New York with operations in San Francisco, Chicago, Washington DC, London, Berlin, Sydney, Melbourne, Tokyo, Singapore and Paris. Learn more at www.integralads.com.
