Web Browser Impressions Up, Interstitials High In Viewability

Celtra, a company offering tools for rich media ad creation, mobile ad serving and analytics, released their Mobile Display Advertising Report for Q2 2015 today. The report sampled ads that start, end and run on Celtra’s platform during Q2.

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.

1 comment about "Web Browser Impressions Up, Interstitials High In Viewability".
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  1. Rachid Ait Addi from Teads, September 2, 2015 at 6:19 a.m.

    Users and even Google hate interstitials

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