2015 Q3 Media Quality Report
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Integral Ad Science’s Q2 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, and Ad Fraud.
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2015 Q3 Media Quality Report
- 2. 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
- 3. 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 PUBLISHER DIRECT NETWORKS & EXCHANGES 595 658 In view as per MRC standard NETWORKS & EXCHANGES PUBLISHER DIRECT 39.8% 46.3% In view as per MRC standard NETWORKS & EXCHANGES PUBLISHER DIRECT 39.8% 46.3% PUBLISHER DIRECT NETWORKS & EXCHANGES 3.2% 12.1% 0% 2% 4% 6% 8% 10% 12% 14% US DISPLAY SNAPSHOT TRAQ SCORE BRAND RISK VIEWABILITY AD FRAUD Moderate to Very High Risk NETWORKS & EXCHANGES 14.6% PUBLISHER DIRECT 9.1% Moderate to Very High Risk NETWORKS & EXCHANGES 14.6% PUBLISHER DIRECT 9.1% Moderate to Very High Risk NETWORKS & EXCHANGES 14.6% PUBLISHER DIRECT 9.1% Moderate to Very High Risk NETWORKS & EXCHANGES 14.6% PUBLISHER DIRECT 9.1% Moderate to Very High Risk NETWORKS & EXCHANGES 14.6% PUBLISHER DIRECT 9.1% Moderate to Very High Risk NETWORKS & EXCHANGES 14.6% PUBLISHER DIRECT 9.1%
- 4. BRAND RISK BY LEVEL BRAND RISK BY CATEGORY 3 US DISPLAY Risk by Level ERY HIGH GH ODERATE 12.1% 1.7% 0.9% 8.3% 0.6% 0.2% 11.6% 1.5% 0.8% 14.6% 9.1% 14.0% PUBLISHER DIRECT NETWORKS & EXCHANGES OVERALL Brand Risk by Level VERY HIGH HIGH MODERATE 12.1% 1.7% 0.9% 8.3% 0.6% 0.2% 11.6% 1.5% 0.8% 14.6% 9.1% 14.0% PUBLISHER DIRECT 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% PUBLISHER DIRECT 19.9% 7.4% 14.1% 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% PUBLISHER DIRECT 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 DS GE by Category NETWORKS & EXCHANGES 26.2% 9.9% % 6.8% 5.4% 2.6% 2.1% PUBLISHER DIRECT 19.9% 7.4% 14.1% 1.8% 1.6% 2.9%52.3% T ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS ILLEGAL DRUGS OFFENSIVE LANGUAGE VIOLENCE
- 5. 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% PUBLISHER DIRECT 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% PUBLISHER DIRECT 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
- 6. 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 SNAPSHOT TRAQ 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%
- 7. 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 PUBLISHER DIRECT NETWORKS & EXCHANGES 497 670 In view as per MRC standard NETWORKS & EXCHANGES PUBLISHER DIRECT 47.8%30.7% In view as per MRC standard NETWORKS & EXCHANGES PUBLISHER DIRECT 47.8%30.7% PUBLISHER DIRECT 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% PUBLISHER DIRECT 9.3% Moderate to Very High Risk NETWORKS & EXCHANGES 16.8% PUBLISHER DIRECT 9.3% Moderate to Very High Risk NETWORKS & EXCHANGES 14.6% PUBLISHER DIRECT 9.1% Moderate to Very High Risk NETWORKS & EXCHANGES 14.6% PUBLISHER DIRECT 9.1% Moderate to Very High Risk NETWORKS & EXCHANGES 14.6% PUBLISHER DIRECT 9.1% Moderate to Very High Risk NETWORKS & EXCHANGES 14.6% PUBLISHER DIRECT 9.1%
- 8. 7 GLOBAL VIDEO BRAND RISK BY CATEGORY BRAND RISK BY LEVELd Risk by Level ERY HIGH IGH ODERATE 13.2% 2.7% 0.8% 7.5% 1.4% 0.4% 12.7% 2.6% 0.7% 16.8% 9.3% 16.0% PUBLISHER DIRECT NETWORKS & EXCHANGES OVERALL Brand Risk by Level VERY HIGH HIGH MODERATE 13.2% 2.7% 0.8% 7.5% 1.4% 0.4% 12.7% 2.6% 0.7% 16.8% 9.3% 16.0% PUBLISHER DIRECT 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% PUBLISHER DIRECT 23.6% 6.5% 8.1% 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% PUBLISHER DIRECT 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 DS AGE by Category NETWORKS & EXCHANGES 19.1% 9.1% 5% 7.2% 2.0% 3.3% 4.8% 6.8% PUBLISHER DIRECT 23.6% 6.5% 8.1% 2.0% 2.5% 5.1% 52.2% LT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS ILLEGAL DRUGS OFFENSIVE LANGUAGE VIOLENCE
- 9. 8 IMPRESSIONS ON AUTOPLAY 47.4% IMPRESSIONS W ITH MULTIPLE VID EOSONPAGE 10.5% 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
- 10. 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 US info@integralads.com www.integralads.com +1 (646) 278-4871 About INTEGRAL AD SCIENCE
- 11. integralads.com