![Desktop Display Ad Viewability & Engagement Metrics By Ad Size, Q3 2014 [TABLE]](https://trends.e-strategyblog.com/wp-content/uploads/2015/01/182541.gif "Table -Desktop Display Ad Viewability & Engagement Metrics By Ad Size")
Big billboard display ads rank highest for viewability on desktops, according to data from SaaS analytics company Moat Analytics. The research represents impressions measured by Moat and found that 970×250 ads, including in-browser banners, rich media and IAB Rising Star units, had the highest in-view rate out of desktop display ads studied worldwide during Q3 2014, at 65.8%.
While the wide ads landed at the top for in-view rate—the percentage of impressions where at least 50% of an ad was actively in-view for at least 1 continuous second—vertical ads gave the rest of the horizontal ad formats a run for their money. Average in-view rate for second-place 300×600 desktop display ads was 62.1%, and this came in at 55.0% for No. 3 160×600 placements. Due to their longer length, 300×600 and 160×600 ads also saw the highest in-view time, coming in at 21.8 seconds and 21.6 seconds, respectively. In comparison, 970×250 ads were in-view for an average 16.1 seconds—the lowest out of all sizes studied. Read the rest at eMarketer.
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