For Video Ad Viewability, Size Matters - eMarketer
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For Video Ad Viewability, Size Matters

Larger player sizes drive higher viewability rates

Marketers remain concerned about paying for video ads that aren’t seen. According to April 2015 research by Google, shelling out for larger ad sizes could help boost viewability.

Viewability Rate for Digital Video Ads Worldwide, by Player Size, April 2015 (based on impressions served by Google)

The study looked at video ads served by DoubleClick and Google Display Network worldwide and found that among the most common ad sizes across the web, larger players were the most viewable. For example, 848x477 units ranked second for volume behind 300x250 placements, but the former hammered the latter when it came to viewability, with respective rates of 88.6% and 19.8%—the highest and lowest out of all sizes studied. Placements sizes 640x390, 1280x720 and 854x510 each hovered above 85%, while 300x225 and 610x290 units made up the rest of the bottom three.

Data released in March 2015 by Innovid found similar results. Among interactive online pre-roll video ads served worldwide in 2014, broadcast publishers such as ABC, CBS and NBC crushed portals and publishers (AOL, Condé Nast, Mashable, Yahoo and so forth) as well as platforms and aggregators (any demand-side platform’s network exchanges and trading desks) for viewability rate, at 77% vs. 49% and 38%.

Broken down by size, online pre-roll video viewability for broadcast publishers was 80% on large players, compared with 19% for medium and 0% for small units. Results were slightly different for the other two publisher types, which each saw highest viewability for medium players; still, the lowest rates were for small ones.

Beyond size, Google looked at another factor of video viewability—location—and found that ads with the highest rates were located on the top and in the center of the page.

eMarketer estimates that digital video ad spending will reach $7.77 billion this year, up 33.8% from 2014. For video advertisers to get the most for their money, they should keep in mind that bigger is better and focus on front-and-center placements that grab eyeballs before users scroll away.

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