The recent Sizmek Viewability Benchmark Report, Winter 2015 shows that Latin America is the region with the highest CTRs (Click-Through Rates) for HTML5 Standard Banner ads with an average viewability threshold of 70% to 100%. However, in Latin America the CTR for HTML5 Rich Media ads with a viewability threshold of 70% to 100% was lower than that of ads of the same format with a viewability threshold below 70%.
Latin America is the region with the highest CTR for HTML5 Standard Banner ads with an average viewability threshold of 70% to 100%, according to open ad management company Sizmek’s Viewability Benchmark Report, Winter 2015. The study analyzed viewability data from more than 240 billion measured impressions in 2014 to identify trends related to the newly defined ad performance metric.
The research found 70% of campaigns’ impressions meet the minimum standard viewability rate of 50% of the ad in view for at least 1 second – to be a reliable benchmark for ad performance.
The study also showed that click-through and interaction rates for ads with measured impressions above an average viewable threshold of 70% are significantly higher than ads with measured impressions of less than the 70% threshold. The report also identified other factors that enhance an ad’s chances of being seen:
- Ads with a 70%+ viewable threshold had significantly higher performance across all Measured impressions.
- In Latin America, the CTR for HTML5 Standard Banner ads with a viewability treshold of 70% to 100% (0.62%) was eight times that of ads of the same format with an average viewability threshold of below 70% (0.08%).
- However, in Latin America the CTR for HTML5 Rich Media ads with a viewability threshold of 70% to 100% was lower than that of ads of the same format with a viewability treshold below 70%.
- Viewable rates increase as advertisers adopt more interactive formats
- HTML5 improved viewable rates more than Flash
- Mobile-specific-sized creative was more viewable than desktop-sized creative for both publisher direct and DSPs/exchanges
- Ads served direct to publishers increased viewability over ads served via programmatic
“The specifics and definitions will no doubt continue to be debated, but the recent efforts at standardizing viewability terminology move the industry toward a more transparent marketplace for digital ads, and our research backs that up,” says Alex White, VP Product Strategy at Sizmek. “Clearly, measuring whether an ad is viewable gives the industry a starting point for trading in true engagement.”
“We encourage ongoing empirical work around viewability, especially viewability as defined by the MRC,” said Sherrill Mane, Senior Vice President, Research, Analytics and Measurement, IAB. “We are encouraged, in turn, by the results of Sizmek’s study.”