US Display and Video Ad Performance Metrics: Viewability Rate, by Purchase Method and Device, H2 2018 (among impressions analyzed by Integral Ad Science)
Display viewability increased across all devices with mobile app display viewability improving 7.4% between H1 and H2 to reach a 61.6% rate. Desktop display viewability reached its highest rate at 62.4%.
Data is from the April 2019 Integral Ad Science "H2 Media Quality Report: US." The report is based on 715 billion impressions worldwide in 13 countries during H2 2018. Impressions in the US were 422 billion. Impressions include display and video ads found on desktop/laptop and mobile (excludes ... tablet) in browsers and apps. Integral Ad Science is an ad verification company.More