Ad viewability during the first half of the year
mostly improved in the United States, in line with a broader global trend, according to the Media Quality Report by
researcher Integral Ad Sciences
. The biggest improvement was seen in mobile app display ads, whose viewability rate hit 85.2%, a 6.3 percentage points improvement from a year earlier.
Other categories of advertising were mostly stable in the United States. Looking at global trends, mobile apps were the only environment whose display viewability level increased, rising 2.4
percentage points to reach 73.2% in in the first half. Mobile app display viewability increased most in Singapore, up 8.7 percentage points, and New Zealand, up 7.5 percentage points.
For desktop video, viewability rose 1.8 percentage points to hit 77% worldwide as Germany and Australia posted notable improvements. France and Canada were the only countries to experience declines
in desktop video viewability. IAS didn’t have an annual comparison for connected TV (CTV), but said it was the most-viewable format globally, reaching 93.2% in the first half. That
viewability rate put CTV ahead of mobile web video (79%), mobile app video (78%) and desktop video (77%).