Integral Ad Science’s Q1 2015 Media Quality Report highlights the state of media quality in global online advertising across display, video, and mobile 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.
2. Integral Ad Science’s Q1 2015 Media Quality Report highlights
the state of media quality in global online advertising across
display, video, and mobile 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.
Q1 2015 Media Quality Report Highlights:
• Impressions sourced directly from Publishers generally saw higher
quality media. Publishers had a TRAQ score of 673, whereas Networks
and Exchanges had a TRAQ score of 551.
• Networks and Exchanges saw over 4x the amount of fraud as
Publishers direct.
• Though generally assumed to be viewable, mobile in-app
impressions were only 81.0% viewable.
• Most video impressions were seen in 300x250 ad units, indicating
that the majority of video ads are served in-banner.
• On a broad level, video viewability improved from Q4 2014 to
Q1 2015 increasing from 39.0% to 41.8%. Video viewability also
improved at every quartile, from 1st
quartile to completion.
• Featuring international data for the first time, the Q1 report
revealed that media quality is a global issue.
• Initial findings indicated that there is generally more content
flagged for violence in the US than internationally.
1All percentages based on impressions analyzed in Q1 2015.
MOBILE
INSIGHT 81.0%ofimpressionsservedin-appwereviewable.
Display
Mobile
Video
International
3. 2
TRAQ SCORE
BRAND RISK
VIEWABILITY
AD FRAUD
1,000250
551 673
TRue Advertising Quality Score
PUBLISHERSNETWORKS & EXCHANGES
1,000250
551 673
TRue Advertising Quality Score
PUBLISHERSNETWORKS & EXCHANGES
In view as per MRC standard
PUBLISHERS
NETWORKS &
EXCHANGES
41.8%52.8%
Moderate to Very High Risk
ETWORKS &
XCHANGES
13.7%
Moderate to Very High Risk
NETWORKS &
EXCHANGESPUBLISHERS
9.7% 13.7%
Moderate to V
NETWORKS &
EXCHANGESPUBLISHERS
9.7% 13.7%
In view as per MRC standard
PUBLISHERS
NETWORKS &
EXCHANGES
41.8%52.8%
r MRC standard
PUBLISHERS
NETWORKS &
EXCHANGES
41.8%52.8%
PUBLISHERS
NETWORKS &
EXCHANGES
4.0%
16.5%
0% 2% 4% 6% 8% 10% 12% 14% 16% 18%
PUBLISHERS
NETWORKS &
EXCHANGES
4.0%
16.5%
0% 2% 4% 6% 8% 10% 12% 14% 16% 18%
PUBLISHERS
NETWORKS &
EXCHANGES
4.0%
16.5%
0% 2% 4% 6% 8% 10% 12% 14% 16% 18%
PUBLISHERS
9.7%
PUBLISHERS
9.7%
Moderate to Very High Risk
NETWORKS &
EXCHANGES
13.7%
Moderate to Very High Risk
NETWORKS &
EXCHANGES
13.7%
DISPLAY SNAPSHOT
4. BRAND RISK BY LEVEL
DISPLAY
3
Risk by Level
VERY HIGH
HIGH
MODERATE
7.9%
1.3%
0.6%
10.9%
1.9%
0.9%
9.7%
13.7%
PUBLISHERS NETWORKS &
EXCHANGES
rand Risk by Level
VERY HIGH
HIGH
MODERATE
7.9%
1.3%
0.6%
10.9%
1.9%
0.9%
9.7%
13.7%
PUBLISHERS NETWORKS &
EXCHANGES
BRAND RISK BY CATEGORY
ADULT
OFFENSIVE LANGUAGE
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
ALCOHOL
HATE SPEECH
VIOLENCE
ADULT OFFENSIVE
LANGUAGE
ILLEGAL
DOWNLOADS
ILLEGAL
DRUGS
ALCOHOL HATE
SPEECH
VIOLENCE
PUBLISHERS
33.1%
2.4%
6.0%
7.7%
1.9%1.8%
47.2%
NETWORKS
&
EXCHANGES
4.1%
4.
7.5%
2.5%2.4%
47.7%
31.3%
47.7%
ADULT
OFFENSIVE LANGUAGE
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
ALCOHOL
HATE SPEECH
VIOLENCE
ADULT OFFENSIVE
LANGUAGE
ILLEGAL
DOWNLOADS
ILLEGAL
DRUGS
ALCOHOL HATE
SPEECH
VIOLENCE
PUBLISHERS
33.1%
2.4%
6.0%
7.7%
1.9%1.8%
47.2%
NETWORKS
&
EXCHANGES
4.1%
4.6%
7.5%
2.5%2.4%
47.7%
31.3%
47.7%
ADULT
OFFENSIVE LANGUAGE
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
ALCOHOL
HATE SPEECH
VIOLENCE
ADULT OFFENSIVE
LANGUAGE
ILLEGAL
DOWNLOADS
ILLEGAL
DRUGS
ALCOHOL HATE
SPEECH
VIOLENCE
PUBLISHERS
33.1%
2.4%
6.0%
7.7%
1.9%1.8%
47.2%
NETWORKS
&
EXCHANGES
4.1%
4.6%
7.5%
2.5%2.4%
47.7%
31.3%
47.7%
5. DISPLAY
4
VIEWABILITY BY TIME
VIEWABILITY BY AD SIZE
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
≥1s ≥5s ≥15s
52.8%
41.8%
24.7%
13.9%
35.0%
19.8%
PUBLISHERS NETWORKS &
EXCHANGESViewability by Time
52.8%
41.8%
24.7%
13.9%
35.0%
19.8%
≥ 1s ≥ 5s ≥ 15s
0%
10%
20%
30%
40%
50%
60%
PUBLISHERS NETWORKS &
EXCHANGES
≥1s 44.0%
≥5s 24.7%
≥15s
≥1s
≥5s
≥15s
≥1s
≥5s
≥15s
13.9%
48.4%
31.7%
18.7%
57.2%
37.4%
20.6%
Viewability by Ad Size
LEADERBOARD
MEDIUM RECTANGLE
SKYSCRAPER
728x90
300x250
160x600
6. VIDEO
5
OVERALL
VIDEO ENGAGEMENT METRICS
TRue Advertising Quality Score
Brand RiskTRAQ Score
Moderate to Very High Risk
Viewability Ad Fraud
In view as per MRC standard
569 22.7% 41.8% 14.0%
IMPRESSIONS ON AUTOPLAY
54.4%
COMPLETION RATE IN VIEW
IMPRESSIO
NS
WITH MULTIPLE VIDEOS
O
N
PAGE
14.4%
MOST COMMON PLAYER SIZE
300 x 250
1st Quartile
Midpoint
3rd Quartile
Completion
33.1%
31.5%
30.2%
28.9%
Video: Completion Rates In View
MOST COMMON IN-STREAM
VIDEO CATEGORIES
Arts & Entertainment
Sports
News
Food & Drink
Home & Garden
1
2
3
4
5
7. 6
VIDEO
6
BRAND RISK BY CATEGORY
BRAND RISK BY LEVEL
PUBLISHERS
11.8%
27.1
6.7%
2.0%
1.3% 1.1%
2.2%
0.4%
0.5%3.6%
79.5%
53.1%
NETWORKS
&
EXCHANGES
ADULT
OFFENSIVE LANGUAGE
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
ALCOHOL
HATE SPEECH
VIOLENCE
ADULT OFFENSIVE
LANGUAGE
ILLEGAL
DOWNLOADS
ILLEGAL
DRUGS
ALCOHOL HATE
SPEECH
VIOLENCE
PUBLISHERS
11.8%
27.1%
6.7%
2.0%
1.3% 1.1%
2.2%
0.4%
0.5%3.6%
79.5%
53.1%
NETWORKS
&
EXCHANGES
ADULT
OFFENSIVE LANGUAGE
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
ALCOHOL
HATE SPEECH
VIOLENCE
ADULT OFFENSIVE
LANGUAGE
ILLEGAL
DOWNLOADS
ILLEGAL
DRUGS
ALCOHOL HATE
SPEECH
VIOLENCE
PUBLISHERS
11.8%
27.1%
6.7%
2.0%
1.3% 1.1%
2.2%
0.4%
0.5%3.6%
79.5%
53.1%
NETWORKS
&
EXCHANGES
5.0%
5.7%
ADULT
OFFENSIVE LANGUAGE
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
ALCOHOL
HATE SPEECH
VIOLENCE
ADULT OFFENSIVE
LANGUAGE
ILLEGAL
DOWNLOADS
ILLEGAL
DRUGS
ALCOHOL HATE
SPEECH
VIOLENCE
y
VERY HIGH
HIGH
MODERATE
15.7%
4.3%
1.1%
18.4%
3.0%
1.5%21.1%
22.9%
PUBLISHERS NETWORKS &
EXCHANGES
y
VERY HIGH
HIGH
MODERATE
15.7%
4.3%
1.1%
18.4%
3.0%
1.5%21.1%
22.9%
PUBLISHERS NETWORKS &
EXCHANGES
8. 7
INTERNATIONAL DISPLAY SNAPSHOT
7
TRAQ SCORE
BRAND RISK
VIEWABILITY
AD FRAUD
TRue Advertising Quality Score
AUSTRALIA FRAN
250
Moderate to Very High Risk
NETWORKS &
EXCHANGESPUBLISHERS
9.7% 13.7%
TRue Advertising Quality Score
1,000250
601
607
623
632
AUSTRALIA
GERMANY
UK
FRANCE
Mode
UK
11.0%
GERMANY
17.4%
FRANCE
10.6%
A
1
Moderate to very high risk
UK
11.0%
GERMANY
17.4%
FRANCE
10.6%
AUSTRALIA
17.7%
Moderate to very high ris
UK
11.0%
GERMANY
17.4%
FRANCE
10.6%
AUSTRALIA
17.7%
Moderate to very high risk
FRANCE
10.6%
AUSTRALIA
17.7%
Moderate to very high risk
UK
11.0%
GERMANY
17.4%
FRANCE
10.6%
AUSTRALIA
17.7%
Moderate to very high
UK
11.0%
GERMANY
17.4%
FRANCE
10.6%
AUSTRALIA
17.7%
Moderate to very high risk
FRANCE
10.6%
AUSTRALIA
17.7%
Modera
UK
11.0%
GERMANY
17.4%
FRANCE
10.6%
AU
1
Moderate to very high r
UK
11.0%
GERMANY
17.4%
FRANCE
10.6%
AUSTRALIA
17.7%
Moderate to very high risk
UK
11.0%
GERMANY
17.4%
FRANCE
10.6%
AUSTRALIA
17.7%
Moderate to very high risk
FRANCE
10.6%
AUSTRALIA
17.7%
ew as per MRC standard
47.8%
42.3%
AUSTRALIA
GERMANY
FRANCE
UK51.8%
44.4%
In view as per MRC standard
47.8%51.8%
44.4%42.3%
AUSTRALIA
GERMANY
FRANCE
UK
In view as per MRC standard
47.8%51.8%
44.4%42.3%
AUSTRALIA
GERMANY
FRANCE
UK
In view as per MRC standard
47.8%
42.3%
AUSTRALIA
GERMANY
FRANCE
UK51.8%
44.4% In view as per MRC standard
51.8%
42.3%
AUSTRALIA
GERMANY
0% 2% 4% 6% 8% 10% 12% 14%
12.9%UK
11.2%GERMANY
10.4%FRANCE
8.7%AUSTRALIA
9. 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
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INTEGRAL AD SCIENCE