viewability of display ads and video ads are in the 50% or lower area. That means that half of the media dollars spent on these forms of ads are wasted (because the ads had no chance of being viewed by human users).

1. Augustine Fou- 1 -
Dr. Augustine Fou
http://linkd.in/augustinefou
April 2014
Viewability of Display
Ads vs Video Ads

2. Augustine Fou- 2 -
Direct display ads are 46% viewable
Network display ads are 31% viewable 69% wasted
Exchange display ads are 30% viewable 70% not in view
Display Ad Viewability
H2 2013 Worldwide
Source: Integral Ad Science Feb 2014

3. Augustine Fou- 3 -
Smallest video ads are only 25% viewable
Medium video ads are 40% viewable
Large video ads are 50% viewable
Video Ad Viewability
Jan 2014 North America
Source: TubeMogul Jan 2014

4. Augustine Fou- 4 -
Related Articles
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Fake Facebook Profiles
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Fake Twitter Accounts
By: Augustine Fou, August 2013
Augustine Fou- 4 -
How Display Fraud Works
By: Augustine Fou, May 2013
How Click Fraud Works
By: Augustine Fou, November 2013
Ad Fraud Estimates
By: Augustine Fou, March 2014
Digital Ad Spending by Type
By: Augustine Fou March 2014

5. Augustine Fou- 5 -
Dr. Augustine Fou – Digital Consigliere
“Over the course of 2013 we saw the
dramatic rise in the number of display and
video ads; however, along with this increase
was a dramatic rise in ad fraud, from fake
impressions or ads that are not viewable.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
@acfou
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn Bio: http://linkd.in/augustinefou
LinkedIn Posts: https://www.linkedin.com/today/author/84444-augustinefou

6. Augustine Fou- 6 -
APPENDIX

7. Augustine Fou- 7 -
54% Online Ads Aren’t Viewed
Source: comScore June 2013 via MarketingCharts

8. Augustine Fou- 8 -
Viewability of Display Ads
Source: Integral Ad Science Sept 2013 via MarketingCharts
Publisher direct is
best and lowest
risk

9. Augustine Fou- 9 -
A new study [download page] from
VideoHub indicates that during the first
quarter, average viewability for online
video ads in the US was 83%, although
rates varied widely among properties,
from 43% on the low end to 94% on the
high end. Broadcast TV sites fared best
(89% on average) among property
categories, with networks and
exchanges (73%) bringing up the rear.
Video Ad Viewability
Source: VideoHub August 2013 via MarketingCharts