In 2017, YouTube ad viewability continued to lead the industry. The average viewability of YouTube ads globally increased to 95% in 2017, up from 93% in 2016. Across the rest of the web and apps, average video ad viewability is 66%. For all video ads, mobile and tablet continue to offer the highest viewability rates. However, video ad viewability rates remain inconsistent across countries.
Viewability is a key currency in digital advertising that measures whether or not an ad had a chance to be seen by a user. At Google, we support the Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) definition of viewability for video advertising: a minimum of 50% of the ad is in view for a minimum of two continuous seconds. For example, if a video ad is playing but the user is browsing on another tab, that impression wouldn’t be considered viewable.
Video ad viewability rates vary by country
Viewability rates in different countries around the world reveal mixed results. In 2017, we found that global viewability rates on YouTube stayed consistently high, but varied greatly by country on the rest of the web and apps.
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