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The state of ad viewability

To better understand how ad viewability varies across the web and apps, we analyzed display and video advertising platforms using Active View. Here we explore viewability benchmarks and the factors that help determine display and video ad viewability.

Understanding ad viewability across regions and industries

Whether you're trying to reach a global audience or a local one, YouTube ad viewability continues to lead the industry. Globally, across web and apps, videos shown on YouTube have a viewability rate of 95% — that's significantly higher than the 68% viewability rate for video ads shown on any other site or platform.1 For display ads, only half of all impressions have a chance to be seen.

While these global figures reflect a larger, worldwide trend, viewability rates do vary by region.

Insight

YouTube ad viewability continues to lead the industry, globally

Viewability benchmarks across the globe

Click on a tab to reveal viewability rates across countries and channels.

Select one country to reveal its viewability rates across different channels.

Google advertising platforms data, Global, September 2018

Country

YouTube Ads

0%

Web & App Video Ads

0%

Display Ads

0%

Viewability rates don't just vary across regions, they vary across industries too. While average publisher viewability for video ads is 66.1% we found there are a few key content categories that surpass this benchmark.2 Industries known for holding users' attention with engaging content, like Games, Internet and Telecom, and Music and Audio, have the highest viewability. A few of these industries also show high viewability for display ads too, which suggests a higher interest in ads from these content categories across the board.

Insight

Categories that create captivating content have higher viewability

Viewability rates across content categories

Video ads Display ads
Games
82%
80%
Business & Industrial
72%
51%
Internet & Telecom
72%
81%
Shopping
72%
49%
Arts & Entertainment
71%
54%
Science
71%
50%
Google advertising platforms data, Global, September 2018

How to create more viewable ads

There are several factors that impact a video ad's viewability. And while some of them are harder to affect (region and industry for example), there are many steps you can take to ensure your ad has a better chance of being seen. Here are some tips to follow when considering video ad creation and placement.