Google has released its Global State of Play report for video with data showing the seriousness of ad fraud and viewability challenges. The rates vary depending on the advertising exchange where DoubleClick Bid Manager buys video ads and the market in which the ads are served.
Google took a look at the state of viewablity for 2015 and 2016 and found that it has improved across the industry, but remains varied across screen, countries and exchanges. Overall, 66% of video ads are viewable across the Web and apps, excluding YouTube, across desktop, smartphones and tablets so far this year. Some 93% of video ads are viewablity on YouTube.
Desktop viewability rates lag behind mobile and tablets so far in 2016. Desktop has a viewability rate of 64% for the rest of the Web and apps, compared with 73% for smartphones and 81% for tablets.
The report also aims to show how YouTube excels with viewability rates of 87%, 95% and 95%, respectively.
In North America, viewability rates from across the Web varied from 54% in the United States in 2015, to 62% in 2016. On YouTube, those rates hit as high as 91% in 2015 and
93% in 2016.
Google has seen nearly a 20% difference across the Web in markets in the Asia-Pacific region so far in 2016. Viewability scores for video were as low as 62% in Australia to date this year, but rose to 81% in South Korea and Thailand for across the Web.
The viewability rates across the top seven video exchanges by impression volume also differed greatly. Only one exchange has a median domain viewability rate of more than 70%, and four exchanges are under 40%, per the study.