2015 Q4 Media Quality Report

UNITED STATES

Q42 015

http://integralads.com/

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Integral Ad Science’s Q4 2015 Media Quality

Report highlights the state of media quality

in global online advertising across display and

video inventory. Integral processes 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 Q4 2015.

TRue Advertising Quality Score

Moderate to Very High Risk

In view as per MRC standard

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US DISPLAY SNAPSHOT

TOTAL 597

TRAQ SCORE

TOTAL 12.1%

BRAND RISK

TOTAL 44.7%

VIEWABILITY

TOTAL 10.5%

AD FRAUD


1,000250

PUBLISHERDIRECT

NETWORKS & EXCHANGES

568 646

PUBLISHERDIRECT


3.0%

11.0%

0% 2% 4% 6% 8% 10% 12%



PUBLISHERDIRECT

13.0% 8.2%



PUBLISHERDIRECT

53.6%41.5%



PUBLISHERDIRECT

53.6%41.5%NETWORKS & EXCHANGES


PUBLISHER DIRECT

PUBLISHER DIRECT

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BRAND RISK BY LEVEL

BRAND RISK BY CATEGORY

US DISPLAY

BRAND RISK BY LEVEL

VERY HIGH

HIGH

MODERATE

9.8%

1.7%0.6%

12.1%

PUBLISHERDIRECT


OVERALL

6.8%

1.1%0.4%

8.2%

10.5%

1.8%0.7%

13.0%

BRAND RISK BY LEVEL

VERY HIGH

HIGH

MODERATE

9.8%

1.7%0.6%

12.1%

PUBLISHERDIRECT


OVERALL

6.8%

1.1%0.4%

8.2%

10.5%

1.8%0.7%

13.0%

ADULT

ALCOHOL

HATE SPEECH

ILLEGAL DOWNLOADS

ILLEGAL DRUGS

OFFENSIVE LANGUAGE

VIOLENCE


NETWORKS &EXCHANGES

17.5%

16.1%

42.3%

7.0%

11.8%

2.8%2.5%

PUBLISHERDIRECT

23.3%

13.6%

11.3%19.1%

4.7%

2.0%

26.1%

ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS

ILLEGAL DRUGS

OFFENSIVE LANGUAGE

VIOLENCE

ADULT

ALCOHOL

HATE SPEECH

ILLEGAL DOWNLOADS

ILLEGAL DRUGS

OFFENSIVE LANGUAGE

VIOLENCE


NETWORKS &EXCHANGES

17.5%

16.1%

42.3%

7.0%

11.8%

2.8%2.5%

PUBLISHERDIRECT

23.3%

13.6%

11.3%19.1%

4.7%

2.0%

26.1%


ILLEGAL DRUGS

OFFENSIVE LANGUAGE

VIOLENCE

VIEWABILITY BY TIME

VIEWABILITY BY AD SIZE

US DISPLAY

4

0%

10%

20%

30%

40%

50%

60%

≥1s ≥5s ≥15s

53.6%

44.7%41.5%

27.5%

16.1%

40.1%

26.5%

PUBLISHER DIRECT

OVERALLNETWORKS & EXCHANGES

VIEWABILITY BY CHANNEL (TIME)

31.0%

18.8%

VIEWABILITY BY AD SIZE

≥1s

≥5s

≥15s 14.6%26.0%

42.5%LEADERBOARD

728x90

≥1s

≥5s

≥15s 17.0%28.7%

41.9%MEDIUM RECTANGLE

300x250

≥1s

≥5s

≥15s 22.7%40.2%

57.3%SKYSCRAPER

160x600

≥1s

≥5s

≥15s 25.0%42.8%

HALF PAGE300x600

57.7%

≥1s

≥5s

≥15s

BILLBOARD970x250

15.2%32.0%

51.7%

≥1s

≥5s

≥15s

PORTRAIT300x1050

25.3%34.9%

46.5%




TOTAL 562

TRAQ SCORE

TOTAL 18.1%

BRAND RISK

TOTAL 29.1%

VIEWABILITY

TOTAL 10.0%

AD FRAUD

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GLOBAL VIDEO SNAPSHOT


1,000250

PUBLISHERDIRECT


536 693

PUBLISHERDIRECT


6.1%

10.5%

0% 2% 4% 6% 8% 10% 12%



PUBLISHERDIRECT

18.5% 16.1%



PUBLISHERDIRECT

18.5% 16.1%



PUBLISHERDIRECT

53.7%25.3%NETWORKS & EXCHANGES


PUBLISHER DIRECT

PUBLISHER DIRECT

BRAND RISK BY LEVEL


GLOBAL VIDEO

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BRAND RISK BY LEVEL

VERY HIGH

HIGH

MODERATE 14.9%

2.9%

0.7%

12.6%

3.2%0.2%

14.6%

2.9%

0.6%

18.5%

16.1%18.1%

PUBLISHERDIRECT


OVERALL

BRAND RISK BY LEVEL

VERY HIGH

HIGH

MODERATE 14.9%

2.9%

0.7%

12.6%

3.2%0.2%

14.6%

2.9%

0.6%

18.5%

16.1%18.1%

PUBLISHERDIRECT


OVERALL

ADULT

ALCOHOL

HATE SPEECH

ILLEGAL DOWNLOADS

ILLEGAL DRUGS

OFFENSIVE LANGUAGE

VIOLENCE


NETWORKS &EXCHANGES

13.6%

21.0%

40.2%

7.9%

11.4%

2.2%3.7%

PUBLISHERDIRECT

19.9%

8.7%

21.7%

4.8%1.5%

5.8%

37.6%


ILLEGAL DRUGS

OFFENSIVE LANGUAGE

VIOLENCE

ADULT

ALCOHOL

HATE SPEECH

ILLEGAL DOWNLOADS

ILLEGAL DRUGS

OFFENSIVE LANGUAGE

VIOLENCE


NETWORKS &EXCHANGES

13.6%

21.0%

40.2%

7.9%

11.4%

2.2%3.7%

PUBLISHERDIRECT

19.9%

8.7%

21.7%

4.8%1.5%

5.8%

37.6%


ILLEGAL DRUGS

OFFENSIVE LANGUAGE

VIOLENCE

COMPLETION RATE IN VIEW

VIDEO ENGAGEMENT METRICS

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GLOBAL VIDEO

IMPRESSIONS ON AUTOPLAY

38.0%

IMPR

ESSIO

NS

WITH MULTIPLE VIDEOS ON PAGE6.4%

MOST COMMON PLAYER SIZE

300 x 250

1ST QUARTILE

MIDPOINT

3RD QUARTILE

COMPLETION

22.5%

21.8%

20.8%

19.4%

VIDEO: COMPLETION RATES IN VIEW

MOST COMMON IN-STREAM VIDEO CATEGORIES

Arts & Entertainment

News

Sports

Food & Drink

Technology & Computing

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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.

CONTACT [email protected]

+1 (646) 278-4871

ABOUT INTEGRAL AD SCIENCE

UNITED STATES

Q42 015



2015 Q4 Media Quality Report

Marketing

Transcript of 2015 Q4 Media Quality Report