Celtra ads get closer to meeting mobile viewability standards


Details

Michelle Clancy

| 03 September 2015





Celtra has released its Mobile Display Ad Performance Report for Q2 2015, showing that two-thirds of its ads fulfilled the IAB viewability requirements in the period.


According to the report, the average IAB viewable rate in Q2 stood at 63%, and Celtra could measure viewability by IAB standards in 82.5% of cases, it said.

The highest IAB viewable rates are reported for the interstitial format (80% IAB viewable rate).

Smartphone devices witnessed a higher IAB viewable rate (65%) than tablets and desktops (both 53%) in a Web browser environment. Banner format creatives tended to have higher ad engagement rate on smaller devices (smartphone 1.11%, tablet 0.88%, desktop 0.60%).

Also, the auto-play interstitial format's video completion rate and video consumption rate were higher on smartphones than on tablet devices. The video completion rate for smartphones stood at 24.5% and tablets at 21.4%; the video consumption rate was 48.1% for smartphone and 42.8% for tablets.

Celtra saw the highest video completion rate (58.7%) and video consumption rate (77%) for auto-played videos on the banner format in the automotive arena. And the highest video completion rate (29.8%) and video consumption rate (60%) for interstitial auto-play videos were reported for travel interstitials.