Observed Signal · Apr 2, 2020 · Technical Release · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Positive
IAS MQR: Viewability Up, Brand Risk Down in Germany
Integral Ad Science (IAS) released the H2 2019 edition of its Media Quality Report for Germany, reporting improved viewability and reduced Brand Risk across channels, though Germany still lags global averages in Brand Safety and Brand Suitability. Desktop Video viewability reached 72.7%, with Desktop Display at 71.5% and Mobile App-Display at 57.9%. Time-in-View metrics show Desktop Display at 24.39 seconds, Mobile In-App Display at 19.94 seconds, and Mobile Web Display at 14.92 seconds. Optimized Ad-Fraud rates remained under 1.0% across most German formats (Desktop Video 0.8%, Mobile Web Display 0.6%, Mobile Web Video 0.5%), while Desktop Display stood at 1.0% (up 0.1pp). Brand Risk declined across formats, with Desktop Display at 7.7% (down 4.3pp since H2 2018). Programmatic inventory is identified as a key driver of these improvements, though ongoing efforts are urged to further enhance Brand Safety and Brand Suitability in Germany.
Regional German market update on IAS Media Quality Report with improvements in viewability and reductions in brand risk; relevant to AdTech/MarTech.
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Key Takeaways & Evidence Grounding
- IAS released the MQR for Germany (H2 2019).
- Desktop Video viewability in Germany: 72.7%.
- Time-in-View: Desktop Display 24.39s; Mobile In-App Display 19.94s; Mobile Web Display 14.92s.
- Optimized Ad-Fraud rates in Germany: Desktop Video 0.8%; Desktop Display 1.0%; Mobile Web Display 0.6%; Mobile Web Video 0.5%.
- Brand Risk in Germany declines; Desktop Display 7.7% (down 4.3pp vs H2 2018).
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
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