Overall, the report found that the share of impressions in the Web browser environment is still growing at 46% (in-app impressions were 54%).
The study found that interstitials had the highest ad engagement rate at 3.74%, with interscroller (“polite interstitials” that only lock into full-screen when 90% of the ad is viewable) in a close second with 3.60% engagement.
Two-thirds of Celtra’s ads were viewable according to IAB viewability guidelines.
Smartphones had higher viewability rates at 65% than tablets or desktop, which both had only a 53% viewability rate. Auto-play interstitial videos had a higher rate of completion and consumption on smartphones (24.5% and 48.1%, respectively) than on tablets (21.4% and 42.8%, respectively).
The report also broke down the industries in which different types of ads performed the best.
Food and beverage interstitials saw the highest rate of engagement this quarter with 4.55%. Automotive banners saw the highest auto-played video completion rate at 58.7%, as well as video consumption rate at 77%. Travel saw the highest interstitial auto-play video completion and consumption rates at 29.8% and 60%, respectively.
Branding and presentation features beat out location-based features, a top performer last quarter, with a 27.3% engagement rate as opposed to a 15.3% engagement rate from location-based features.
Gaming features maintained a high performance rate with a 23% engagement rate.