63% of rich media ads are viewable, finds DG MediaMind in a new report that uses analyzed data from the month of September 2012 to arrive at its conclusions. Viewable rates ranged from a high of 73% for the travel vertical to a low of 50% for the financial vertical, with CPG (68%) and B2B (67%) among the higher performers and retail (63%) right on the average. Viewability was found to (not surprisingly) impact click-through rates (CTRs): those 63% in-view had a 54.5% higher CTR than the average.
MediaMind’s viewable impression measurement is pending accreditation from the Media Rating Council (MRC), but tracks impressions at or above the threshold currently proposed by the 3MS (Making Measurement Make Sense) coalition, which currently stands at 50% of an ad’s pixels being in-view for at least one second. AdSafe Media previously foundviewability rates for display ads to be below 50% during the first half of 2012. Read the rest at MarketingCharts.
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