Q3 2014 MEDIA QUALITY REPORT Integral Ad Science’s Q3 2014 Media Quality Report highlights the state of media quality in U.S. online advertising. Integral processes billions of impressions daily and is thus able to survey the industry on a broad and representative level while evaluating media quality across multiple metrics: TRAQ (TRue Advertising Quality), Brand Risk, Viewability, and Ad Fraud. Q3 Media Quality Report Key Takeaways: • The top brand risk categories for display impressions were Adult Content and Violence. • Viewability for display impressions ranged from 36.7% to 53.4%, while 30% of video impressions were viewable. •While 76.7% of video ads were played to completion, only 20% were actually in view to the users. • Fraud levels of display impressions for Networks and Exchanges are more than four times higher than direct publishers. NYC — SF — Chicago — London — Berlin — Singapore — Sydney | integralads.com | +1 (646) 278–4871 DISPLAY Score TRue Advertising Quality Score PUBLISHERS 250 NETWORKS & EXCHANGES 1,000 540 675 Brand Risk Moderate to Very High Risk PUBLISHERS NETWORKS & EXCHANGES 10.5% 17.4% Viewability In view as per MRC standard PUBLISHERS NETWORKS & EXCHANGES 53.4% 36.7% Ad Fraud PUBLISHERS NETWORKS & EXCHANGES 3.0% 13.7% 0% 2% 4% 6% 8% 10% 12% 14% 16% 1 DISPLAY Brand Risk by Category 28.8% 49.3% PUBLISHERS 2.0% 1.8% 8.4% 7.8% 1.9% Adult Alcohol Hate Speech Illegal Downloads Drugs Offensive Language Violence 30.5% 31.2% NETWORKS & EXCHANGES 2.6% 3.8% 11.4% 17.9% 2 2.7% DISPLAY Brand Risk by Level VERY HIGH HIGH MODERATE 20.0% 17.4% 18.0% 0.8% 16.0% 3.5% 14.0% 13.1% 12.0% 10.5% 0.1% 10.0% 1.5% 8.9% 8.0% 6.0% 4.0% 2.0% 0.0% NETWORKS & EXCHANGES PUBLISHERS Viewability by Time PUBLISHERS 60% 53.4% NETWORKS & EXCHANGES 50% 36.0% 40% 30% 36.7% 20.5% 20% 21.6% 10% 12.5% 0% > 1s > 5s > 15s 3 VIDEO Score TRue Advertising Quality Score INDUSTRY Brand Risk Moderate to Very High Risk INDUSTRY 561 18.7% Viewability Ad Fraud INDUSTRY INDUSTRY In view as per MRC standard 30.0% 15.0% Completion Rate 86.1% 82.4% 79.5% 76.7% TOTAL VIDEO IMPRESSIONS COMPLETIONS COMPLETIONS IN VIEW 24.1% 1st Quartile 22.3% 21.0% Midpoint 3rd Quartile 20.0% End Brand Risk by Channel 25.0% 20.7% 20.0% 0.9% 15.0% 15.6% 4.3% 11.2% 10.0% 0.2% VERY HIGH HIGH 3.7% MODERATE 7.2% 5.0% 0.0% 4 PUBLISHERS NETWORKS & EXCHANGES All percentages based on impressions analyzed in Q3 2014 About INTEGRAL AD SCIENCE Integral Ad Science is the leading provider of actionable advertising intelligence data for buyers and sellers of digital media. Since launching the industry’s first preventative brand safety solution in 2009, powered by constant growth and innovation, 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 favorable 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 US [email protected] www.integralads.com +1 (646) 278-4871 www.integralads.com
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