The IAB Singapore has released its first report on viewability, which shows that average viewability rates in South East Asia are 53%, which tallies with figures in the US and sits above figures from the UK.
The ‘First Look: Display Advertising’ report is the first phase in which the IAB hopes to eventually establish standards for the region, using data from partners Integral Ad Science (IAS), Comscore and Moat and campaigns provided by member agencies.
The IAB followed MRC guidelines which says desktop/mobile display should have 50% of ad pixels in view for one continuous second.
The data revealed that South East Asia averaged at 53% but some markets sat above that, including Singapore (59.07%), Malaysia (57.62%) and the Philippines (57.11%). Below average was Thailand (51.26%) and Vietnam (41.40%). Indonesia had a viewability rate of 70% on average but the IAB report said the IAB working group found the data inconclusive, due to a larger than expected deviation in the data.
The IAB said the data showed that, while it’s just the first stage of analysis, the region showed similar rates to the US, keeping it in line with the international average. In the UK, however, averages are often seen below the recommended 50% mark.
Miranda Dimopoulos, CEO and ambassador to SEA, IAB Singapore, said: “There is a need to test inventory in order to improve transparency, to ensure that ads are being viewed and acted upon by real people within an increasingly automated industry. The long-term aim of this study is to establish a norm and to encourage viewability adoption amongst IAB Singapore members.”
The IAB is planning for the second phase of the study to start by the third quarter of 2017 and said it would focus on video. To see the full report, visit the IAB Singapore website.