New Media Quality Report Includes Time-in-View Metrics to Explore Consumer Attention

The H1 2018 IAS Media Quality Report Released Offers an Updated Industry Snapshot of Viewability, Fraud, Brand Safety, and New Time-in-View Benchmarks

The Integral Ad Science (IAS) Media Quality Report measures key factors that erode the value of digital advertising. The latest edition of the report, released today, highlights global and regional benchmarks for viewability, fraud, brand safety, and for the first time ever, Time-in-view.

Increasingly, advertisers are being asked to prove ROI and the added value digital advertising produces for their organizations. This need to demonstrate impact is driving a shift in how they seek to protect the value of their ad spend, but also understand how to strategically align digital advertising with business goals. The addition of Time-in-view metrics to the Media Quality Report builds on previous research from Interpublic Group (IPG) and IAS which found the length of time a single impression is in view to be one of the most important factors influencing ad effectiveness.

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“As we’ve been studying how to better dimensionalize attention over the years, we have found that shifting the focus from impressions to time-based metrics can make a real impact for advertisers,” said Scott Knoll, CEO at IAS. “Exposure time directly impacts the effectiveness of campaigns. This is precisely why we thought it was so important to begin offering these metrics in our Media Quality Report. This data offers advertisers foundational benchmarks for better understanding consumer attention moving forward.”

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Overall in the latest report, global trends show that erosion factors like viewability, fraud, and brand safety are starting to stabilize, proving that efforts to mitigate these industry issues is working. The H1 2018 Media Quality Report release includes nine regional reports and one global report covering EMEA, APAC, and the Americas regions. These reports will be rolling out in the next few months around the world.