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State of the Screens

Video Ad Fraud Plummets, Ad Tech ‘Vigilance’ Cited

By March 26, 2018No Comments

The big news: The quality of video advertising is improving.

Video metrics 2017 vs. 2016 (% change):
1)
Bot traffic — 6% vs. 9% (↓ 31%)
2) Viewability — 60% vs. 54% (↑ 11%)
3) Ad completion rate — 70% vs. 67% (↑ 5%)

Why this is happening: Advertisers are planning their video buys with more sophisticated analytics around video quality which is driving budget to higher performing publishers.

Flashback: Brands With Their Own Viewability Standards Are Causing Headaches for the Ad-Tech Industry

Quote from John Murphy — Head of Marketplace Quality @ OpenX:
“There’s enough interest among brands and agencies in tweaking the standard that it would behoove the MRC to take another look at the definition… I would certainly encourage the MRC to do a reset and take another look given where the industry is now versus where they were when the definition was originally established.”

Video ad completion rate by device:
1) Desktop — 65%
2) Mobile — 64%
3) Tablet — 68%

4) Connected TV — 94%

Share of video ad impressions by device:

1) Desktop — 32%
2) Mobile — 34%
3) Tablet — 15%

4) Connected TV — 16%
5)
Other — 3%

More: New Viewability Standards May Give Extra Credit To Ads That Play Longer

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.