Rates of visibility increase as advertisers adopt more interactive formats, according to study by Sizmek

Advertisement with levels of visibility above 70% had a significantly higher performance in all the measured impressions, according to the Viewability Benchmark Report, Winter 2015 carried out by Sizmek Research, who analyzes visibility indicators, according to more than 240 thousand million measured impressions throughout 74 countries in 2014.The study revealed that the click-through rate (CTR) and the interaction rate for ads with measured impressions above the 70% average index are considerably higher than those of ads with measured impressions below the index.Likewise, the report identified several key worldwide trends:1. In Latin America, advertisements in HTML5 Standard Banner format with an index of visibility between 70% y 100%, had a 0.62% click-through rate (CTR), eight times higher than that of ads with an average visibility index below 70% (0.08%).2. Visibility rate increase as advertisers adopt more interactive formats.3. Worldwide, the HTML5 format improved visibility rates compared to the Flash format.4. Advertising pieces with specific formats for mobile had more visibility than pieces designed for desktops.Alex White, VP Product Strategy for Sizmek, states “undoubtedly, to be able to measure an ad’s visibility offers the industry a starting point to operate more efficiently.”