Integral Ad Science today released its Q3 2014 Media Quality Report, representing baseline benchmarks for the industry.
Using two inventory sources, Publishers and the combination of Networks and Exchanges, the report updates the industry on four important metrics – TRue Advertising Quality (TRAQ) Score, brand risk, viewability and ad fraud. For the first time, the report also offers valuable video metrics, including VPAID (Video Player Ad-Serving Interface Definition) viewability and engagement metrics for video advertisements.
The exponential growth of video advertising over the last year prompted Integral to include general video benchmarks.
When compared to display inventory, overall media quality for video as measured through the TRAQ score was lower.
The TRAQ Score for video was 561 compared to display scores of 675 for Publishers and 540 for Networks & Exchanges. TRAQ is an aggregate score based on attributes such as ad fraud, viewability, ad clutter, brand safety and professionalism, providing a holistic snapshot of media quality.
Fraud in video was higher than display with an average of 15 percent versus 3 percent for Publishers and 13.7 percent for Networks & Exchanges. Video viewability, unavoidably affected by fraud, averaged 30 percent, lower than the 53.4 percent viewability for Publishers and 36.7 percent for Networks & Exchanges in display. Video viewability findings reveal the challenge of capturing consumers’ attention for longer than a few brief seconds. Overall video completion rates were much higher than viewable video completion rates, indicative of significant frequency of autoplay and of disruptive user behavior, such as scrolling videos out of view as they are playing.
“Our technology and scale grants us high visibility into industry performance,” said Scott Knoll, CEO of Integral Ad Science. “We’re excited to include video in our latest Media Quality Report and will continue to provide quality benchmarks for use across the industry.”
Brand risk for video topped display at an average of 18.7 percent versus 10.5 percent for Publishers and 17.4 percent for Networks & Exchanges in display.
Due to expanded content classification within Integral’s violence brand safety category, there was an increase in display impressions landing on content deemed “risky” (23.2 percent of impressions) compared to earlier quarters. Integral regularly updates and enhances its product to ensure brands’ campaigns land within the safest environments.
Integral consistently provides benchmarks speaking to the state of media quality in the industry, providing the insight the advertising technology ecosystem needs to understand the overall direction of ad performance and to set their own goals and benchmarks. The report relies on robust data gathered via Integral’s industry-wide integrations; including the top five demand side platforms (DSPs), nearly all of the major ad exchanges, all agency holding companies and more than 70 of the “Advertising Age Top 100 Advertisers.” This data reflects important information such as technology adoption and efficacy, how consumers are buying online and the types of campaigns that drive those purchasing habits, and inefficiencies and areas for improvement in media buying practices.
To view the full report, please visit integralads.com/quarterly.