Overall Performance Metrics, by Device
Display Ad Performance Benchmarks, US
Geography:
by Device
Overall Performance Metrics
by Device & Ad Size
In-View Rates
In-View Times
Geography:
US
 
Edit Title
Display Ad Performance Metrics, by Device, US
TimeframeQ4 2016Q1 2017Q2 2017Q3 2017Q4 2017
Desktop
– In-view time (seconds)
28.20
28.10
27.80
27.00
27.11
Maximum of two rows can be charted.
Deselect another chart icon to add this one.
– In-view rate
50.7%
51.4%
52.2%
53.6%
54.0%
Maximum of two rows can be charted.
Deselect another chart icon to add this one.
— In-view time 5+ sec rate
35.4%
36.2%
36.9%
37.6%
37.9%
Maximum of two rows can be charted.
Deselect another chart icon to add this one.
— In-view time 10+ sec rate
26.5%
26.9%
27.4%
27.9%
28.3%
Maximum of two rows can be charted.
Deselect another chart icon to add this one.
— In-view time 15+ sec rate
21.0%
21.6%
22.0%
22.2%
22.5%
Maximum of two rows can be charted.
Deselect another chart icon to add this one.
— In-view time 30+ sec rate
11.6%
11.8%
12.2%
12.5%
12.8%
Maximum of two rows can be charted.
Deselect another chart icon to add this one.
— In-view time 1+ min rate
5.8%
6.0%
6.0%
6.0%
5.8%
Maximum of two rows can be charted.
Deselect another chart icon to add this one.
– Fully on-screen rate (no time minimum)
47.1%
48.5%
49.0%
50.7%
50.8%
Maximum of two rows can be charted.
Deselect another chart icon to add this one.
– 1 sec fully on-screen rate
41.6%
42.4%
43.0%
44.2%
44.3%
Maximum of two rows can be charted.
Deselect another chart icon to add this one.
– Scroll rate
61.9%
61.4%
63.6%
65.2%
67.2%
Maximum of two rows can be charted.
Deselect another chart icon to add this one.
– Active page dwell time (seconds)
47.50
48.20
47.90
48.70
48.93
Maximum of two rows can be charted.
Deselect another chart icon to add this one.
Mobile
– In-view time (seconds)
16.60
16.60
16.70
16.60
16.55
Maximum of two rows can be charted.
Deselect another chart icon to add this one.
– In-view rate
43.7%
44.6%
45.5%
47.2%
48.4%
Maximum of two rows can be charted.
Deselect another chart icon to add this one.
— In-view time 5+ second rate
26.9%
27.1%
27.5%
28.8%
29.6%
Maximum of two rows can be charted.
Deselect another chart icon to add this one.
— In-view time 10+ second rate
18.3%
18.5%
18.8%
19.6%
20.2%
Maximum of two rows can be charted.
Deselect another chart icon to add this one.
— In-view time 15+ second rate
13.7%
13.8%
14.2%
14.7%
15.1%
Maximum of two rows can be charted.
Deselect another chart icon to add this one.
— In-view time 30+ second rate
6.9%
7.1%
7.5%
7.8%
7.8%
Maximum of two rows can be charted.
Deselect another chart icon to add this one.
— In-view time 1+ minute rate
3.1%
3.5%
3.8%
3.9%
3.8%
Maximum of two rows can be charted.
Deselect another chart icon to add this one.
– Fully on-screen rate (no time minimum)
42.6%
44.9%
45.6%
47.1%
48.5%
Maximum of two rows can be charted.
Deselect another chart icon to add this one.
– 1 sec fully on-screen rate
35.4%
36.0%
36.5%
37.9%
38.9%
Maximum of two rows can be charted.
Deselect another chart icon to add this one.
– Scroll rate
77.8%
76.0%
78.5%
79.1%
80.4%
Maximum of two rows can be charted.
Deselect another chart icon to add this one.
– Active page dwell time (seconds)
42.40
39.60
39.60
39.20
39.21
Maximum of two rows can be charted.
Deselect another chart icon to add this one.

Source: Moat

Note: represents activity on the Moat Analytics platform, broader industry metrics may vary

Additional Note: in-view rate: percentage of impressions where at least 50% of an ad was in-view for at least one continuous second; in-view time: the length of time an ad has been active and in-view; fully on-screen rate: percentage of impressions where the ad surface was 100% on-screen for any period of time; scroll rate: percentage of impressions where the user scrolled; active page dwell time: average length of time the user was on the page with the window in-focus

Methodology: Data is from the quarterly Moat reports titled "Benchmarks Report." Data is based on billions of display, mobile, native and video ad impressions served daily on connected TV, desktop, smartphone and tablet (in-app and browser) worldwide, primarily in the UK and US, during each quarter. Moat has a significant portion of the top 100 publishers as clients across various industries. Moat Analytics provides digital display, mobile, native and video viewability and attention-based metrics to advertisers, agencies and publishers.