Apr 2, 2015

Online ad viewability rises with interactivity, HTML5, mobile sizes

Sizmek, an ad management company, analysed viewability data from more than 240 billion impressions in 2014. Its main finding is that performance rises along with viewability. While not exactly surprising, the research validates the IAB's recommendation that advertisers should aim for 70 per cent viewability in each campaign (meaning that for 70 per cent of the impressions in a campaign, at least half of the ad was in view for at least 1 second). The research also found that viewability rises for interactive ad formats, HTML5 ads versus Flash ads, mobile-specific ad sizes and ads served direct to publishers versus through programmatic means.

Related Articles

Just Published

15 hours ago

Tech Bites: Week of October 3, 2022

News from Maxis, Twilio, Dentsu and more.

15 hours ago

Coca-Cola sponsors COP27: Buying its way into ESG ...

SOUNDING BOARD: By cashing in on Coca-Cola's cheque, is COP27 inviting conversation and giving an opportunity for reflection or is the climate change summit becoming a part of the greenwashing problem?

15 hours ago

Women to Watch 2022: Haylie Craig, Colenso BBDO

As a seasoned creative, Craig is a fierce advocate for bold, inclusive work for the betterment of others—particularly those in the queer community.

20 hours ago

Cadbury Celebrations illuminates a hawker's Diwali

Watch the film conceptualised by Ogilvy here.