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Q1
MEDIA QUALITY REPORT
/IntegralAds
Integral Ad Science’s Q1 2015 Media Quality Report highlights the state of media quality in global online advertising across display, video, and mobile inventory. Integral processes hundreds of billions of impressions quarterly and is thus able to analyze the industry on a broad and representative level, across multiple media quality metrics: TRAQ (TRue Advertising Quality), Brand Risk, Viewability, and Ad Fraud.
Q1 2015 Media Quality Report Highlights:
• Impressions sourced directly from Publishers generally saw higher quality media. Publishers had a TRAQ score of 673, whereas Networks and Exchanges had a TRAQ score of 551.
• Networks and Exchanges saw over 4x the amount of fraud as Publishers direct.
• Though generally assumed to be viewable, mobile in-app impressions were only 81.0% viewable.
• Most video impressions were seen in 300x250 ad units, indicating that the majority of video ads are served in-banner.
• On a broad level, video viewability improved from Q4 2014 to Q1 2015 increasing from 39.0% to 41.8%. Video viewability also improved at every quartile, from 1st quartile to completion.
• Featuring international data for the first time, the Q1 report revealed that media quality is a global issue.
• Initial findings indicated that there is generally more content flagged for violence in the US than internationally.
1All percentages based on impressions analyzed in Q1 2015.
MOBILEINSIGHT 81.0% of impressions served in-app were viewable.
Display
Mobile
Video
International
2
TRAQ SCORE
BRAND RISK
VIEWABILITY
AD FRAUD
1,000250551 673
TRue Advertising Quality Score
PUBLISHERSNETWORKS & EXCHANGES 1,000250551 673
TRue Advertising Quality Score
PUBLISHERSNETWORKS & EXCHANGES
In view as per MRC standard
PUBLISHERSNETWORKS & EXCHANGES
41.8%52.8%
Moderate to Very High Risk
NETWORKS & EXCHANGESPUBLISHERS
9.7% 13.7%
Moderate to Very High Risk
NETWORKS & EXCHANGESPUBLISHERS
9.7% 13.7%
Moderate to Very High Risk
NETWORKS & EXCHANGESPUBLISHERS
9.7% 13.7%
In view as per MRC standard
PUBLISHERSNETWORKS & EXCHANGES
41.8%52.8%
In view as per MRC standard
PUBLISHERSNETWORKS & EXCHANGES
41.8%52.8%
PUBLISHERS
NETWORKS & EXCHANGES
4.0%
16.5%
0% 2% 4% 6% 8% 10% 12% 14% 16% 18%
PUBLISHERS
NETWORKS & EXCHANGES
4.0%
16.5%
0% 2% 4% 6% 8% 10% 12% 14% 16% 18%
PUBLISHERS
NETWORKS & EXCHANGES
4.0%
16.5%
0% 2% 4% 6% 8% 10% 12% 14% 16% 18%
Moderate to Very High Risk
NETWORKS & EXCHANGESPUBLISHERS
9.7% 13.7%
Moderate to Very High Risk
NETWORKS & EXCHANGESPUBLISHERS
9.7% 13.7%
Moderate to Very High Risk
NETWORKS & EXCHANGESPUBLISHERS
9.7% 13.7%
Moderate to Very High Risk
NETWORKS & EXCHANGESPUBLISHERS
9.7% 13.7%
DISPLAY SNAPSHOT
BRAND RISK BY LEVEL
DISPLAY
3
Brand Risk by Level
VERY HIGH
HIGH
MODERATE
7.9%
1.3%0.6%
10.9%
1.9%0.9%
9.7%
13.7%
PUBLISHERS NETWORKS & EXCHANGES
Brand Risk by Level
VERY HIGH
HIGH
MODERATE
7.9%
1.3%0.6%
10.9%
1.9%0.9%
9.7%
13.7%
PUBLISHERS NETWORKS & EXCHANGES
BRAND RISK BY CATEGORY
ADULT
OFFENSIVE LANGUAGE
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
ALCOHOL
HATE SPEECH
VIOLENCE
ADULT OFFENSIVE LANGUAGE
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
ALCOHOL HATE SPEECH
VIOLENCE
PUBLISHERS
33.1%
2.4%6.0%
7.7%
1.9%1.8%
47.2%NETWORKS
&EXCHANGES
4.1%
4.6%7.5%
2.5%2.4%
47.7%
31.3%
47.7%
ADULT
OFFENSIVE LANGUAGE
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
ALCOHOL
HATE SPEECH
VIOLENCE
ADULT OFFENSIVE LANGUAGE
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
ALCOHOL HATE SPEECH
VIOLENCE
PUBLISHERS
33.1%
2.4%6.0%
7.7%
1.9%1.8%
47.2%NETWORKS
&EXCHANGES
4.1%
4.6%7.5%
2.5%2.4%
47.7%
31.3%
47.7%
ADULT
OFFENSIVE LANGUAGE
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
ALCOHOL
HATE SPEECH
VIOLENCE
ADULT OFFENSIVE LANGUAGE
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
ALCOHOL HATE SPEECH
VIOLENCE
PUBLISHERS
33.1%
2.4%6.0%
7.7%
1.9%1.8%
47.2%NETWORKS
&EXCHANGES
4.1%
4.6%7.5%
2.5%2.4%
47.7%
31.3%
47.7%
DISPLAY
4
VIEWABILITY BY TIME
VIEWABILITY BY AD SIZE
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
≥1s ≥5s ≥15s
52.8%
41.8%
24.7%
13.9%
35.0%
19.8%
PUBLISHERS NETWORKS & EXCHANGESViewability by Time
52.8%
41.8%
24.7%
13.9%
35.0%
19.8%
≥ 1s ≥ 5s ≥ 15s0%
10%
20%
30%
40%
50%
60%
PUBLISHERS NETWORKS & EXCHANGES
≥1s 44.0%
≥5s 24.7%
≥15s
≥1s
≥5s
≥15s
≥1s
≥5s
≥15s
13.9%
48.4%
31.7%
18.7%
57.2%
37.4%
20.6%
Viewability by Ad Size
LEADERBOARD
MEDIUM RECTANGLE
SKYSCRAPER
728x90
300x250
160x600
VIDEO
5
OVERALL
VIDEO ENGAGEMENT METRICS
TRue Advertising Quality ScoreBrand RiskTRAQ Score
Moderate to Very High RiskViewability Ad Fraud
In view as per MRC standard
569 22.7% 41.8% 14.0%
IMPRESSIONS ON AUTOPLAY
54.4%
COMPLETION RATE IN VIEW
IMP
RES
SIO
NS WITH MULTIPLE VIDEOS O
N PA
GE
14.4%
MOST COMMON PLAYER SIZE
300 x 250
1st Quartile
Midpoint
3rd Quartile
Completion
33.1%
31.5%
30.2%
28.9%
Video: Completion Rates In View
MOST COMMON IN-STREAM VIDEO CATEGORIES
Arts & Entertainment
Sports
News
Food & Drink
Home & Garden
1
2
3
4
5
6
VIDEO
6
BRAND RISK BY CATEGORY
BRAND RISK BY LEVEL
PUBLISHERS
11.8%27.1%
6.7%
2.0%
1.3% 1.1%
2.2%
0.4%0.5%3.6%
79.5%
53.1%NETWORKS
&EXCHANGES
5.0%
5.7%
ADULT
OFFENSIVE LANGUAGE
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
ALCOHOL
HATE SPEECH
VIOLENCE
ADULT OFFENSIVE LANGUAGE
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
ALCOHOL HATE SPEECH
VIOLENCE
PUBLISHERS
11.8%27.1%
6.7%
2.0%
1.3% 1.1%
2.2%
0.4%0.5%3.6%
79.5%
53.1%NETWORKS
&EXCHANGES
5.0%
5.7%
ADULT
OFFENSIVE LANGUAGE
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
ALCOHOL
HATE SPEECH
VIOLENCE
ADULT OFFENSIVE LANGUAGE
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
ALCOHOL HATE SPEECH
VIOLENCE
PUBLISHERS
11.8%27.1%
6.7%
2.0%
1.3% 1.1%
2.2%
0.4%0.5%3.6%
79.5%
53.1%NETWORKS
&EXCHANGES
5.0%
5.7%
ADULT
OFFENSIVE LANGUAGE
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
ALCOHOL
HATE SPEECH
VIOLENCE
ADULT OFFENSIVE LANGUAGE
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
ALCOHOL HATE SPEECH
VIOLENCE
y
VERY HIGH
HIGH
MODERATE15.7%
4.3%
1.1%
18.4%
3.0%
1.5%21.1%22.9%
PUBLISHERS NETWORKS & EXCHANGES
y
VERY HIGH
HIGH
MODERATE15.7%
4.3%
1.1%
18.4%
3.0%
1.5%21.1%22.9%
PUBLISHERS NETWORKS & EXCHANGES
7
INTERNATIONAL DISPLAY SNAPSHOT
7
TRAQ SCORE
BRAND RISK
VIEWABILITY
AD FRAUD
TRue Advertising Quality Score
AUSTRALIA FRANCE GERMANY UK
1,000250
601607
632623
Moderate to Very High Risk
NETWORKS & EXCHANGESPUBLISHERS
9.7% 13.7%TRue Advertising Quality Score
1,000250
601
607
623
632
AUSTRALIA
GERMANY
UK
FRANCE
Moderate to very high risk
UK
11.0%
GERMANY
17.4%
FRANCE
10.6%
AUSTRALIA
17.7%
Moderate to very high risk
UK
11.0%
GERMANY
17.4%
FRANCE
10.6%
AUSTRALIA
17.7%
Moderate to very high risk
UK
11.0%
GERMANY
17.4%
FRANCE
10.6%
AUSTRALIA
17.7%
Moderate to very high risk
UK
11.0%
GERMANY
17.4%
FRANCE
10.6%
AUSTRALIA
17.7%
Moderate to very high risk
UK
11.0%
GERMANY
17.4%
FRANCE
10.6%
AUSTRALIA
17.7%
Moderate to very high risk
UK
11.0%
GERMANY
17.4%
FRANCE
10.6%
AUSTRALIA
17.7%
Moderate to very high risk
UK
11.0%
GERMANY
17.4%
FRANCE
10.6%
AUSTRALIA
17.7%
Moderate to very high risk
UK
11.0%
GERMANY
17.4%
FRANCE
10.6%
AUSTRALIA
17.7%
Moderate to very high risk
UK
11.0%
GERMANY
17.4%
FRANCE
10.6%
AUSTRALIA
17.7%
Moderate to very high risk
UK
11.0%
GERMANY
17.4%
FRANCE
10.6%
AUSTRALIA
17.7%
Moderate to very high risk
UK
11.0%
GERMANY
17.4%
FRANCE
10.6%
AUSTRALIA
17.7%
In view as per MRC standard
47.8%
42.3%
AUSTRALIA
GERMANY
FRANCE
UK51.8%
44.4%
In view as per MRC standard
47.8%51.8%
44.4%42.3%
AUSTRALIA
GERMANY
FRANCE
UK
In view as per MRC standard
47.8%51.8%
44.4%42.3%
AUSTRALIA
GERMANY
FRANCE
UK
In view as per MRC standard
47.8%
42.3%
AUSTRALIA
GERMANY
FRANCE
UK51.8%
44.4% In view as per MRC standard
47.8%51.8%
44.4%42.3%
AUSTRALIA
GERMANY
FRANCE
UK
0% 2% 4% 6% 8% 10% 12% 14%
12.9%UK
11.2%GERMANY
10.4%FRANCE
8.7%AUSTRALIA
Integral Ad Science is the leading provider of actionable advertising intelligence for buyers and sellers of digital media. Since launching the industry’s first preventative brand safety solution in 2009, Integral has evolved into a global media valuation platform that is the industry’s standard for rating media quality. Integral focuses on a comprehensive solution set that enables advertising to appear in quality environments and receive favorable exposures while allowing sellers to monitor and control inventory quality and performance. Integral’s technology drives improved visibility, efficiency, and ROI for all players across the digital media landscape.
CONTACT US
+1 (646) 278-4871
About INTEGRAL AD SCIENCE
Q1
MEDIA QUALITY REPORT
/IntegralAds
integralads.com
