Dive Brief:
- Google says that 46% of video ads on the web and mobile never get the chance to be seen on its network, not including YouTube.
- Three-quarters (76%) of the ads going unseen either never appeared onscreen or played in a background tab.
- YouTube fared better, with 91% of video ads appearing on screens for at least two consecutive seconds and at least half in view, according to the Media Rating Council standard.
Dive Insight:
Marketers are right to be concerned that their ads aren’t seen, with Google reporting that almost half (46%) of video content never appears online or on the mobile web, based on its own network statistics. Three-quarters (76%) of the unseen ads never appeared onscreen or played in a background tab. And with numerous ways to avoid pre-roll, there are no guarantees people will watch for the two seconds required to meet the Media Rating Council’s standard.
YouTube performs better, with 91% of video ads running on its sites and mobile apps displaying onscreen at least half in view for at least two seconds. The Google unit’s viewability stats are aided by the fact that its primary purpose is to serve video, and its TrueView ads only charge when after 30 seconds of viewing.
