Global viewability benchmarks 2017
WFA member benchmark on viewability. This survey represents the industry’s first collective set of benchmarks on the level of ‘in-view’ impressions across more than 20 markets.
For additional details, please log in.
Article details
-
WFA
Share this post
By aggregating data from seven leading verification companies, WFA has produced the industry’s first collective set of benchmarks on the level of ‘in-view’ impressions across more than 20 markets. This report focuses on 2017 and compares how viewability, as defined by the MRC (50%/1 second & 50%/2 seconds), is evolving over time. Some headline findings: •The global display market has edged upwards slightly to a figure of 47.5% across the markets covered in this analysis. •Video has fared better, with increases in viewability levels for all but a few markets included in the report, taking the global level of in-view impressions to 60%. •The range between data submissions for verification companies can be wide by market, but this is narrowing in more mature markets.
Article details
-
WFA
