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.