integral ad science’s q1 2016 media quality report

UNITED KINGDOM

Q12016

http://integralads.com/

1All percentages based on impressions analysed in Q1 2016.

Integral Ad Science’s Q1 2016 Media Quality

Report highlights the state of media quality in

global online advertising across display and

video inventory. Integral processes hundreds

of billions of impressions quarterly and is thus

able to analyse the industry on a broad and

representative level, across multiple media

quality metrics: TRAQ (TRue Advertising Quality),

UK MEDIA QUALITY REPORT GLOSSARY:

TRAQ (TRue Advertising Quality) - an overall quality score for web pages. TRAQ Score is comprised of an aggregate of media quality metrics, including viewability, ad fraud, brand safety risk and professionalism.

Brand Risk - % of impressions seen that pose a significant risk to brand image and reputation.

Viewability - % of impressions that were 50% in view for a minimum of one second (as per the MRC standard for display)

Ad Fraud - % of impressions that were identified with suspicious activity. Includes both General Invalid Traffic (bot activity) and Sophisticated Invalid Traffic (human interference)

Ad Clutter - % of impressions that were delivered to a web page with 6 or more ads present on the page

Programmatic - Impressions sourced through networks and exchanges

Publisher Direct - Impressions sourced directly from publishers

Brand Risk, Viewability, and Ad Fraud.

UK DISPLAY SNAPSHOT

2

TRAQ SCORE

BRAND RISK

VIEWABILITY

AD FRAUD

AD CLUTTER

1,000250

PUBLISHER DIRECTPROGRAMMATIC

573 709

PROGRAMMATIC

9.7%

PUBLISHER DIRECT

5.8%7.1% 6.5%

PROGRAMMATIC

9.7%

PUBLISHER DIRECT

5.8%7.1% 6.5%

PROGRAMMATIC PUBLISHER DIRECT

59.8%56.7%


59.8%56.7%


59.8%56.7%


59.8%56.7%

PUBLISHERDIRECT

PROGRAMMATIC

4.7%

5.1%

0% 2%1% 4%3% 6%5% 7% 8%

x

3.5%

x

1.6%

PROGRAMMATIC PUBLISHER DIRECTx

3.5%

x

1.6%


OVERALL581

OVERALL7.0%

OVERALL57.0%

OVERALL5.0%

OVERALL3.2%

TRue Advertising Quality Score

Moderate to Very High Risk

In view as per MRC standard

High to Very High Clutter

General and Sophisticated Invalid Trafficas defined by the MRC

UK DISPLAY

BRAND RISK BY LEVEL

3

VIEWABILITY BY TIME

BRAND RISK BY LEVEL

BRAND RISK BY CATEGORY

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

≥1s ≥5s ≥15s

59.8%57.0%56.7%

39.9%

24.1 %

42.2%

24.3%

VIEWABILITY BY CHANNEL (TIME)

40.1%

24.1%

PUBLISHERDIRECT

OVERALL

NETWORKS & EXCHANGES

≥5s ≥15s

39.9%

24.3%

42.2%

24.1%

40.1%

24.1%

PUBLISHERDIRECT

OVERALL

PROGRAMMATIC

BRAND RISK BY LEVEL

6.2%

0.6%0.2%

7.0%

PUBLISHER DIRECTPROGRAMMATICOVERALL

6.2%

0.7%0.2%

7.1%

6.2%

0.2%0.1%

6.5%

MODERATE

VERY HIGH

HIGH

BRAND RISK BY LEVEL

MODERATE

VERY HIGH

HIGH

ADULT

ALCOHOL


PROGRAMMATIC PUBLISHERDIRECT

26.1% 26.3%32.0%

43.3%

15.1%

5.3%32.3% 6.1%

2.2%

1.1%

0.5%2.8%

3.1%

3.9%

ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS ILLEGAL DRUGS

OFFENSIVE LANGUAGE

VIOLENCE

ADULT

ALCOHOL

HATE SPEECH

ILLEGAL DOWNLOADS



26.1% 26.3%32.0%

43.3%

15.1%

5.3%32.3% 6.1%

2.2%

1.1%

0.5%2.8%

3.1%

3.9%


OFFENSIVE LANGUAGE

VIOLENCE

ADULT

ALCOHOL

HATE SPEECH

ILLEGAL DOWNLOADS



26.1% 26.3%32.0%

43.3%

15.1%

5.3%32.3% 6.1%

2.2%

1.1%

0.5%2.8%

3.1%

3.9%


OFFENSIVE LANGUAGE

VIOLENCE

GLOBAL DISPLAY SNAPSHOT

4

TRAQ SCORE

BRAND RISK

VIEWABILITY

AD FRAUD

AD CLUTTER

1,000250

565AUSTRALIA 681 FRANCE

581 632 GERMANYUK

604US

5.0%

7.7%

4.3%

5.9%

8.3%

UK

FRANCE

AUSTRALIA

GERMANY

US

0% 2% 4% 6% 8% 10%

FRANCE

6.9%

AUSTRALIA

11.6%

UK US

7.0% 9.1%

GERMANY

9.9%

FRANCE

6.9%

AUSTRALIA

11.6%

UK US

7.0% 9.1%

GERMANY

9.9%

FRANCE

6.9%

AUSTRALIA

11.6%

UK US

7.0% 9.1%

GERMANY

9.9%

FRANCE

6.9%

AUSTRALIA

11.6%

UK US

7.0% 9.1%

GERMANY

9.9%

FRANCE

6.9%

AUSTRALIA

11.6%

UK US

7.0% 9.1%

GERMANY

9.9%

US

52.0%

UK

57.0%

GERMANY

53.7%

AUSTRALIA

45.9%

FRANCE

60.9%

x x x x x

AUSTRALIA FRANCE GERMANY UK US

2.6% 2.0% 2.4% 3.2% 3.4%

x x x x x


2.6% 2.0% 2.4% 3.2% 3.4%

x x x x x


2.6% 2.0% 2.4% 3.2% 3.4%

x x x x x


2.6% 2.0% 2.4% 3.2% 3.4%

x x x x x


2.6% 2.0% 2.4% 3.2% 3.4%




General and Sophisticated Invalid Traffic as defined by the MRC


US DISPLAY SNAPSHOT

5

TRAQ SCORE

BRAND RISK

VIEWABILITY

AD FRAUD

AD CLUTTER

1,000250


584 680

PROGRAMMATIC

9.7%

PUBLISHER DIRECT

5.8%

PROGRAMMATIC

9.7%

PUBLISHER DIRECT

5.8%


59.8%50.1%


59.8%50.1%


59.8%50.1%


59.8%50.1%

PUBLISHERDIRECT

PROGRAMMATIC

2.4%

8.7%

0% 2% 4% 6% 8% 10%

x

3.5%

x

2.9%


x

3.5%

x

2.9%


OVERALL604

OVERALL9.1%

OVERALL52.0%

OVERALL8.3%

OVERALL3.4%






6

VIEWABILITY BY AD SIZE

GLOBAL DISPLAY

VIEWABILITY BY AD SIZE

21.5%36.1%

53.8%LEADERBOARD

728x90

20.7%33.9%

49.0%MEDIUM RECTANGLE

300x250

28.1%46.9%

64.1%SKYSCRAPER

160x600

28.2%47.9%DOUBLE MPU

300x600

63.7%

BILLBOARD970x250

18.7%36.1%

54.3%

PORTRAIT300x1050

18.1%41.6%

64.3%

≥1s ≥5s ≥15s

21.5%36.1%

53.8%LEADERBOARD

728x90

20.7%33.9%

49.0%MEDIUM RECTANGLE

300x250

28.2%47.9%HALF PAGE

300x600

63.7%

BILLBOARD970x250

18.7%36.1%

54.3%

PORTRAIT300x1050

18.1%41.6%

64.3%

≥1s ≥5s ≥15s

7

GLOBAL VIDEO SNAPSHOT

TRAQ SCORE

BRAND RISK

VIEWABILITY

AD FRAUD

1,000250


508 726

PUBLISHERDIRECT

PROGRAMMATIC

5.6%

9.3%

0% 2% 4% 6% 8% 10%


59.3%35.5%


59.3%35.5%


59.3%35.5%


59.3%35.5%

PROGRAMMATIC

12.3%

PUBLISHER DIRECT

15.1%

PROGRAMMATIC

12.3%

PUBLISHER DIRECT

15.1%

TOTAL553

TOTAL13.0%

TOTAL40.4%

TOTAL8.5%





8

BRAND RISK BY LEVEL


GLOBAL VIDEO

BRAND RISK BY LEVEL

10.3%

1.5%0.5%

10.4%

1.4%0.1%

10.3%

1.5%0.4%

12.3% 11.9%12.2%

PUBLISHERDIRECT

PROGRAMMATICOVERALL

VERY HIGH

HIGH

MODERATE

BRAND RISK BY LEVEL

10.3%

1.5%0.5%

10.4%

1.4%0.1%

10.3%

1.5%0.4%

12.3% 11.9%12.2%

PUBLISHERDIRECT

PROGRAMMATICOVERALL

VERY HIGH

HIGH

MODERATE

ADULT

ALCOHOL

HATE SPEECH

ILLEGAL DOWNLOADS

ILLEGAL DRUGS

OFFENSIVE LANGUAGE

VIOLENCE


PROGRAMMATIC

18.0%

22.8%

38.8%

8.3%

5.7%

3.0%

3.5%PUBLISHER

DIRECT

10.0%

5.6%

12.4%

34.2%

2.9%1.9%

33.0%

ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS

ILLEGAL DRUGS

OFFENSIVE LANGUAGE

VIOLENCE

ADULT

ALCOHOL

HATE SPEECH

ILLEGAL DOWNLOADS

ILLEGAL DRUGS

OFFENSIVE LANGUAGE

VIOLENCE


PROGRAMMATIC

18.0%

22.8%

38.8%

8.3%

5.7%

3.0%

3.5%PUBLISHER

DIRECT

10.0%

5.6%

12.4%

34.2%

2.9%1.9%

33.0%

ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS

ILLEGAL DRUGS

OFFENSIVE LANGUAGE

VIOLENCE

9

GLOBAL VIDEO

COMPLETION RATE IN VIEW

VIDEO ENGAGEMENT METRICS

1ST QUARTILE

MIDPOINT

3RD QUARTILE

COMPLETION

0% 10% 20% 30% 40% 50% 60%

33.5%21.9%

52.3%

31.8%20.8%

49.2%

30.3%19.7%

47.0%

28.5%18.4%

44.3%

VIDEO: COMPLETION RATES IN VIEW

OVERALL PROGRAMMATIC PUBLISHER DIRECT

IMPRESSIONS ON AUTOPLAY

35.5%

IMPR

ESSIO

NS

WITH MULTIPLE VIDEOS ON PAGE5.1%

MOST COMMON PLAYER SIZE

300 x 250

Integral Ad Science is the leading provider of actionable advertising intelligence for buyers and sellers of digital media. Since launching the industry’s first preventative brand safety solution in 2009, Integral has evolved into a global media valuation platform that is the industry’s standard for rating media quality. Integral focuses on a comprehensive solution set that enables advertising to appear in quality environments and receive favourable exposures while allowing sellers to monitor and control inventory quality and performance. Integral’s technology drives improved visibility, efficiency and ROI for all players across the digital media landscape.

CONTACT [email protected]

www.integralads.com

+44 203 696 0736

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integral ad science’s q1 2016 media quality report

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