56% of directly placed ads stayed in-view for at least 1 second in H2 2012, up from 49.9% in H1,according to [PDF] a February 2013 study from Integral Ad Science (formerly AdSafe Media). Viewability for directly placed ads was better than for networks (42.2%), exchanges (37.6%), and hybrids (41.1%). Longer engagement with viewers was much harder to come by: just 22.7% of directly placed ads remained in-view for 15 seconds, dropping to 17.2% for hybrids, 16.5% for networks, and 15.7% for exchanges.
Details from Integral’s “Semiannual Review” indicate that viewability is better for vertically oriented (160×600 – Skyscraper) ads, with an average of 50.8% in-view for at least 1 second, though that was down slightly from H1. There is a significant drop-of in overall viewability rates to the other formats measured: 43% for 300×250 ads, and 39% for 720×90 ads. Contrary to the skyscraper format, though, viewability for both improved. Read the rest at MarketingCharts.
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