Viewability Benchmarks
Sizmek_Viewability_Benchmarks
Sizmek_Viewability_Benchmarks
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Finding 5: Ads Served Direct to Publishers Increased <strong>Viewability</strong><br />
More Than Ads Served Via Programmatic<br />
When Sizmek Research segmented publisher partners into publishers and programmatic channels, we found that<br />
serving ads direct to publishers increased average viewable rates worldwide. This was most pronounced in North<br />
America, where serving Flash rich media direct to publishers resulted in a 22-point jump in viewable rates, while<br />
HTML5 rich media jumped 15 percentage points.<br />
Viewable Rates by Region, Buy Channel and Format (Jan–Dec 2014)<br />
70.0%<br />
North America<br />
Worldwide<br />
60.0%<br />
50.0%<br />
40.0%<br />
30.0%<br />
41.1%<br />
56.3% 56.5% 56.0%<br />
40.7%<br />
63.5%<br />
49.2%<br />
43.0%<br />
54.8%<br />
48.1%<br />
63.4%<br />
59.1%<br />
41.2%<br />
59.9%<br />
39.4%<br />
51.6%<br />
20.0%<br />
10.0%<br />
0.0%<br />
HTML5<br />
Rich<br />
Media<br />
HTML5<br />
Standard<br />
Banners<br />
Flash<br />
Rich<br />
Media<br />
Flash<br />
Standard<br />
Banners<br />
HTML5<br />
Rich<br />
Media<br />
HTML5<br />
Standard<br />
Banners<br />
Flash<br />
Rich<br />
Media<br />
Flash<br />
Standard<br />
Banners<br />
• Programmatic<br />
• Publisher Direct<br />
Sizmek <strong>Benchmarks</strong> | <strong>Viewability</strong> Winter 2015<br />
10
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