2015 q3 media quality report
TRANSCRIPT
Integral Ad Science’s Q3 2015 Media Quality Report highlights the state of media quality in global online advertising across display and video inventory. Integral processe hundreds of billions of impressions quarterly and is thus able to analyze the industry on a broad and representative level, across multiple media quality metrics: TRAQ (TRue Advertising Quality), Brand Risk, Viewability, Ad Fraud, and enhanced video metrics.
All percentages based on impressions analyzed in Q3 2015. 1
OVERALL: 610
OVERALL: 14.0%
OVERALL: 43.2%
OVERALL: 10.9%
TRue Advertising Quality Score
Moderate to Very High Risk
In view as per MRC standard
2
1,000250
TRue Advertising Quality Score
PUBLISHERDIRECT
NETWORKS & EXCHANGES
595 658
In view as per MRC standard
NETWORKS & EXCHANGES
PUBLISHERDIRECT
39.8% 46.3%
In view as per MRC standard
NETWORKS & EXCHANGES
PUBLISHERDIRECT
39.8% 46.3%
PUBLISHERDIRECT
NETWORKS & EXCHANGES
3.2%
12.1%
0% 2% 4% 6% 8% 10% 12% 14%
US DISPLAY SNAPSHOTTRAQ SCORE
BRAND RISK
VIEWABILITY
AD FRAUD
Moderate to Very High Risk
NETWORKS & EXCHANGES
14.6%
PUBLISHERDIRECT
9.1%
Moderate to Very High Risk
NETWORKS & EXCHANGES
14.6%
PUBLISHERDIRECT
9.1%
Moderate to Very High Risk
NETWORKS & EXCHANGES
14.6%
PUBLISHERDIRECT
9.1%
Moderate to Very High Risk
NETWORKS & EXCHANGES
14.6%
PUBLISHERDIRECT
9.1%
Moderate to Very High Risk
NETWORKS & EXCHANGES
14.6%
PUBLISHERDIRECT
9.1%
Moderate to Very High Risk
NETWORKS & EXCHANGES
14.6%
PUBLISHERDIRECT
9.1%
BRAND RISK BY LEVEL
BRAND RISK BY CATEGORY
3
US DISPLAYBrand Risk by Level
VERY HIGH
HIGH
MODERATE12.1%
1.7%0.9%
8.3%
0.6%0.2%
11.6%
1.5%0.8%
14.6%
9.1%
14.0%
PUBLISHERDIRECT
NETWORKS & EXCHANGES
OVERALL
Brand Risk by Level
VERY HIGH
HIGH
MODERATE12.1%
1.7%0.9%
8.3%
0.6%0.2%
11.6%
1.5%0.8%
14.6%
9.1%
14.0%
PUBLISHERDIRECT
NETWORKS & EXCHANGES
OVERALL
ADULT
ALCOHOL
HATE SPEECH
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
OFFENSIVE LANGUAGE
VIOLENCE
Brand Risk by Category
NETWORKS &EXCHANGES
26.2%
9.9%
47.0%
6.8%5.4%
2.6%2.1%
PUBLISHERDIRECT
19.9%
7.4%
14.1%
1.8%1.6%2.9%52.3%
ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS
ILLEGAL DRUGS
OFFENSIVE LANGUAGE
VIOLENCE
ADULT
ALCOHOL
HATE SPEECH
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
OFFENSIVE LANGUAGE
VIOLENCE
Brand Risk by Category
NETWORKS &EXCHANGES
26.2%
9.9%
47.0%
6.8%5.4%
2.6%2.1%
PUBLISHERDIRECT
19.9%
7.4%
14.1%
1.8%1.6%2.9%52.3%
ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS
ILLEGAL DRUGS
OFFENSIVE LANGUAGE
VIOLENCE
ADULT
ALCOHOL
HATE SPEECH
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
OFFENSIVE LANGUAGE
VIOLENCE
Brand Risk by Category
NETWORKS &EXCHANGES
26.2%
9.9%
47.0%
6.8%5.4%
2.6%2.1%
PUBLISHERDIRECT
19.9%
7.4%
14.1%
1.8%1.6%2.9%52.3%
ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS
ILLEGAL DRUGS
OFFENSIVE LANGUAGE
VIOLENCE
US DISPLAY
0.0%
25.0%
20.0%
15.0%
10.0%
5.0%
30.0%
35.0%
40.0%
45.0%
50.0%
≥1s ≥5s ≥15s
46.3%
43.2%
39.8%
26.2%
15.1%
30.3%
16.8%
PUBLISHERDIRECT
OVERALL NETWORKS & EXCHANGES
Viewability By Channel (Time)
29.6%
16.0%
0.0%
25.0%
20.0%
15.0%
10.0%
5.0%
30.0%
35.0%
40.0%
45.0%
50.0%
≥1s ≥5s ≥15s
46.3%
43.2%
39.8%
26.2%
15.1%
30.3%
16.8%
PUBLISHERDIRECT
OVERALL NETWORKS & EXCHANGES
Viewability By Channel (Time)
29.6%
16.0%
≥1s
≥5s
≥15s
≥1s
≥5s
≥15s
≥1s
≥5s
≥15s
≥1s
≥5s
≥15s
≥1s
≥5s
≥15s
13.6%29.6%
49.8%
24.8%42.7%
58.0%
14.0%25.0%
40.6%
20.2%37.3%
54.6%
16.7%28.8%
42.9%
57.5%
37.7%
Viewability by Ad Size
LARGE LEADERBOARD
HALF PAGE
LEADERBOARD
970x250
300x600
728x90
48.3%
57.5%
MEDIUM RECTANGLE
SKYSCRAPER
300x250
160x600
VIEWABILITY BY AD SIZE
VIEWABILITY BY TIME
4
TRue Advertising Quality Score
Moderate to Very High Risk
In view as per MRC standard
5
TRue Advertising Quality Score
1,000250
580AUSTRALIA
654 UK632
665 FRANCE
GERMANY
9.1%UK
7.1%FRANCE
9.3%GERMANY
0% 2% 4% 6% 8% 10% 12%
AUSTRALIA 6.9%
INTERNATIONAL DISPLAY SNAPSHOTTRAQ SCORE
BRAND RISK
VIEWABILITY
AD FRAUD
Moderate to Very High Risk
FRANCE
9.1%
AUSTRALIA
17.1%
UK
9.1%
GERMANY
21.5%
Moderate to Very High Risk
FRANCE
9.1%
AUSTRALIA
17.1%
UK
9.1%
GERMANY
21.5%
Moderate to Very High Risk
FRANCE
9.1%
AUSTRALIA
17.1%
UK
9.1%
GERMANY
21.5%
Moderate to Very High Risk
FRANCE
9.1%
AUSTRALIA
17.1%
UK
9.1%
GERMANY
21.5%
GERMANY
51.1%
In view as per MRC standard
FRANCE
47.0%
UK
45.5%
AUSTRALIA
42.2%
OVERALL: 514
OVERALL: 16.0%
OVERALL: 32.1%
OVERALL: 10.1%
TRue Advertising Quality Score
Moderate to Very High Risk
In view as per MRC standard
6
GLOBAL VIDEO SNAPSHOT
1,000250
TRue Advertising Quality Score
PUBLISHERDIRECT
NETWORKS & EXCHANGES
497 670
In view as per MRC standard
NETWORKS & EXCHANGES
PUBLISHERDIRECT
47.8%30.7%
In view as per MRC standard
NETWORKS & EXCHANGES
PUBLISHERDIRECT
47.8%30.7%
PUBLISHERDIRECT
NETWORKS & EXCHANGES
4.3%
10.5%
0% 2% 4% 6% 8% 10% 12% 14%
TRAQ SCORE
BRAND RISK
VIEWABILITY
AD FRAUD
Moderate to Very High Risk
NETWORKS & EXCHANGES
16.8%
PUBLISHERDIRECT
9.3%
Moderate to Very High Risk
NETWORKS & EXCHANGES
16.8%
PUBLISHERDIRECT
9.3%
Moderate to Very High Risk
NETWORKS & EXCHANGES
14.6%
PUBLISHERDIRECT
9.1%
Moderate to Very High Risk
NETWORKS & EXCHANGES
14.6%
PUBLISHERDIRECT
9.1%
Moderate to Very High Risk
NETWORKS & EXCHANGES
14.6%
PUBLISHERDIRECT
9.1%
Moderate to Very High Risk
NETWORKS & EXCHANGES
14.6%
PUBLISHERDIRECT
9.1%
7
GLOBAL VIDEO
BRAND RISK BY CATEGORY
BRAND RISK BY LEVELBrand Risk by Level
VERY HIGH
HIGH
MODERATE13.2%
2.7%0.8%
7.5%
1.4%0.4%
12.7%
2.6%0.7%
16.8%
9.3%
16.0%
PUBLISHERDIRECT
NETWORKS &EXCHANGES
OVERALL
Brand Risk by Level
VERY HIGH
HIGH
MODERATE13.2%
2.7%0.8%
7.5%
1.4%0.4%
12.7%
2.6%0.7%
16.8%
9.3%
16.0%
PUBLISHERDIRECT
NETWORKS &EXCHANGES
OVERALL
ADULT
ALCOHOL
HATE SPEECH
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
OFFENSIVE LANGUAGE
VIOLENCE
Brand Risk by Category
NETWORKS &EXCHANGES
19.1%
9.1%
54.5%
7.2%
2.0%3.3%
4.8%
6.8%
PUBLISHERDIRECT
23.6%
6.5%8.1%
2.0%2.5%
5.1%
52.2%
ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS
ILLEGAL DRUGS
OFFENSIVE LANGUAGE
VIOLENCE
ADULT
ALCOHOL
HATE SPEECH
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
OFFENSIVE LANGUAGE
VIOLENCE
Brand Risk by Category
NETWORKS &EXCHANGES
19.1%
9.1%
54.5%
7.2%
2.0%3.3%
4.8%
6.8%
PUBLISHERDIRECT
23.6%
6.5%8.1%
2.0%2.5%
5.1%
52.2%
ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS
ILLEGAL DRUGS
OFFENSIVE LANGUAGE
VIOLENCE
ADULT
ALCOHOL
HATE SPEECH
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
OFFENSIVE LANGUAGE
VIOLENCE
Brand Risk by Category
NETWORKS &EXCHANGES
19.1%
9.1%
54.5%
7.2%
2.0%3.3%
4.8%
6.8%
PUBLISHERDIRECT
23.6%
6.5%8.1%
2.0%2.5%
5.1%
52.2%
ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS
ILLEGAL DRUGS
OFFENSIVE LANGUAGE
VIOLENCE
8
IMPRESSIONS ON AUTOPLAY
47.4%
IMP
RE
SS
ION
S WITH MULTIPLE VIDEO
S ON
PA
GE10.5%
MOST COMMON PLAYER SIZE
300 x 250
1st Quartile
Midpoint
3rd Quartile
Completion
25.7%
24.6%
23.3%
21.9%
Video: Completion Rates In View
MOST COMMON IN-STREAM VIDEO CATEGORIES
Arts & Entertainment
News
Sports
Food & Drink
Style & Fashion
1
2
3
4
5
COMPLETION RATE IN VIEW
VIDEO ENGAGEMENT METRICS
GLOBAL VIDEO
Integral Ad Science is the leading provider of actionable advertising intelligence for buyers and sellers of digital media. Since launching the industry’s first preventative brand safety solution in 2009, 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.
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