View Report - Integral Ad Science

Q3
2014
MEDIA QUALITY REPORT
Integral Ad Science’s Q3 2014 Media Quality Report
highlights the state of media quality in U.S. online
advertising. Integral processes billions of impressions
daily and is thus able to survey the industry on a broad
and representative level while evaluating media quality
across multiple metrics: TRAQ (TRue Advertising Quality),
Brand Risk, Viewability, and Ad Fraud.
Q3 Media Quality Report Key Takeaways:
• The top brand risk categories for display
impressions were Adult Content and Violence.
• Viewability for display impressions ranged from
36.7% to 53.4%, while 30% of video impressions
were viewable.
•While 76.7% of video ads were played to
completion, only 20% were actually in view to
the users.
• Fraud levels of display impressions for Networks
and Exchanges are more than four times higher
than direct publishers.
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DISPLAY
Score
TRue Advertising Quality Score
PUBLISHERS
250
NETWORKS & EXCHANGES
1,000
540 675
Brand Risk
Moderate to Very High Risk
PUBLISHERS
NETWORKS &
EXCHANGES
10.5%
17.4%
Viewability
In view as per MRC standard
PUBLISHERS
NETWORKS &
EXCHANGES
53.4%
36.7%
Ad Fraud
PUBLISHERS
NETWORKS & EXCHANGES
3.0%
13.7%
0%
2%
4%
6%
8%
10%
12%
14%
16%
1
DISPLAY
Brand Risk by
Category
28.8%
49.3%
PUBLISHERS
2.0%
1.8%
8.4%
7.8%
1.9%
Adult
Alcohol
Hate Speech
Illegal Downloads
Drugs
Offensive Language
Violence
30.5%
31.2%
NETWORKS
&
EXCHANGES
2.6%
3.8%
11.4%
17.9%
2
2.7%
DISPLAY
Brand Risk by Level
VERY HIGH
HIGH
MODERATE
20.0%
17.4%
18.0%
0.8%
16.0%
3.5%
14.0%
13.1%
12.0%
10.5%
0.1%
10.0%
1.5%
8.9%
8.0%
6.0%
4.0%
2.0%
0.0%
NETWORKS &
EXCHANGES
PUBLISHERS
Viewability by Time
PUBLISHERS
60%
53.4%
NETWORKS &
EXCHANGES
50%
36.0%
40%
30%
36.7%
20.5%
20%
21.6%
10%
12.5%
0%
> 1s
> 5s
> 15s
3
VIDEO
Score
TRue Advertising Quality Score
INDUSTRY
Brand Risk
Moderate to Very High Risk
INDUSTRY
561
18.7%
Viewability
Ad Fraud
INDUSTRY
INDUSTRY
In view as per MRC standard
30.0%
15.0%
Completion Rate
86.1%
82.4%
79.5%
76.7%
TOTAL VIDEO IMPRESSIONS
COMPLETIONS
COMPLETIONS IN VIEW
24.1%
1st Quartile
22.3%
21.0%
Midpoint
3rd Quartile
20.0%
End
Brand Risk
by Channel
25.0%
20.7%
20.0%
0.9%
15.0%
15.6%
4.3%
11.2%
10.0%
0.2%
VERY HIGH
HIGH
3.7%
MODERATE
7.2%
5.0%
0.0%
4
PUBLISHERS
NETWORKS &
EXCHANGES
All percentages based on impressions analyzed in Q3 2014
About
INTEGRAL AD SCIENCE
Integral Ad Science is the leading provider of actionable
advertising intelligence data for buyers and sellers of digital
media. Since launching the industry’s first preventative brand
safety solution in 2009, powered by constant growth and
innovation, Integral has evolved into a global media valuation
platform that is the industry’s standard for rating media quality.
Integral focuses on a comprehensive solution set that enables
advertising to appear in quality environments and receive
favorable exposures while allowing sellers to monitor and control
inventory quality and performance. Integral’s technology drives
improved visibility, efficiency, and ROI for all players across the
digital media landscape.
CONTACT US
[email protected]
www.integralads.com
+1 (646) 278-4871
www.integralads.com