LONDON, November 13, 2015 /PRNewswire/ --
Integral Ad Science, the leader in quantifying digital media quality, today releases its UK Media Quality Report for Q3 2015. The latest findings show that despite increased investment by the UK's digital advertising industry and greater consumer consumption of video content, brands still face challenges in viewability, brand safety risk and ad fraud in online video advertising.
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Based on data insights collected from hundreds of billions of impressions analysed each quarter, the Integral Ad Science report shows that compared to display advertising, video advertising still has a way to go in improving media quality. In the third quarter of this year, 54.5% of display ads were not in view, for video this increased to 67.9% of ad impressions not in view.
Video also fares poorly in brand safety risk, which almost doubles to 16% of video ad impressions having the potential to appear adjacent to inappropriate content, whereas for display brand risk reached 9.1%. Additionally, rates of ad fraud in Q3 2015 were slightly higher in video compared to display; fraudulent activity seen in ad impressions reached 10.1% in video and 9.1% in display.
Niall Hogan, UK Managing Director of Integral Ad Science, comments, "Video advertising is one of the fastest growing media in the UK, and it's important that we as an industry continue to tackle issues around viewability, online ad fraud and brand safety risk. We still have work to do in display advertising, but video has even greater challenges to overcome."
Whilst video continues to present challenges, ad spend in video advertising has seen exponential growth, at 56% year-on-year growth according to IAB/PwC. Additionally, consumption of video content has increased: Millward Brown's AdReaction study found that on average UK consumers spend 3.5 hours per day watching video content across TV and digital devices.
UK Report: http://integralads.com/uk-quarterly/
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 Ad Science is headquartered in New York with operations in San Francisco, Chicago, Washington DC, London, Berlin, Sydney, Melbourne, Singapore, Tokyo and Paris. Learn more at http://www.integralads.com.
Contact: Lorette Nettar, PR, Integral Ad Science, lorette@integralads.com
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