The ability for advertisers to reach consumers watching video has shot up in the first half of 2021 — with the connected TV the most likely screen to catch them on.
Fresh data from Integral Ad Science in its H1 2021 Media Quality Report found that “video ad viewability” rose across all screens (desktop, mobile, CTV) and most markets globally.
Italy topped the rankings for video ad viewability on desktop at 85.1%, with Germany close behind at 78.9%. Meanwhile Italy and France led in mobile web with viewability levels reaching 87.4% and 84.6%, respectively. By contrast, the US remained at the bottom of both lists, netting just 68.2% and 67.6% for the same metrics. Meanwhile, CTV ads remained the most viewable format overall, reaching 93.2%, with benchmarks for all other video environments unable to break the 80% mark.
Brand risk — the term used to describe the suitability of placing ads next to certain content — dropped across all formats and environments globally, according to the report, “as more advertisers adopted sophisticated brand suitability and risk prevention strategies.”
In the US, where violent and offensive language accounted for 46% of brand risk, that figure has dropped to less than half the total for the first time. Meanwhile, in Canada, adult (7.2%) and violent (15.9%) content shares dropped to all-time lows.
CONNECTING WITH CONNECTED TV:
Currently one of the fastest-growing channels in advertising, Connected TV apps such as Roku, Amazon Fire Stick and Apple TV offer a highly effective way for brands to reach their target audience. Learn the basics and stay on top of the biggest trends in CTV with fresh insights hand-picked from the NAB Amplify archives:
- The Ever-Changing Scenery of the CTV Landscape
- TV is Not Dead. It’s Just Becoming Something Else.
- Converged TV Requires a Converged Ad Response
- CTV Requires Converged Content Protection
- Connected TV Opens Up a Million Ad Possibilities
“Our latest report points to significant brand safety wins for advertisers, especially in the Americas, as they focused on digital media quality efforts and preparing for a post-cookie world,” said Tony Marlow, CMO, IAS. “CTV continues to remain top of mind for marketers and again topped the viewability rankings worldwide offering strong opportunities to engage consumers.”