Connected TV offers highest ad viewability rate

An overview of ad viewability rates across different devices and formats.

Connected TV advertising offers the highest ad viewability rate, according to data from digital measurement company Integral Ad Science.

More than nine-tenths (93.3%) of connected TV (CTV) impressions are considered viewable per Media Rating Council standards. Mobile app video follows close behind, at 92.6%.

This at least partly explains the strong growth in connected TV advertising in recent years, with CTV quadrupling its share of online video impressions between 2016 and 2020. This has been driven by telecom, automotive and CPG advertisers and investment has been helped by growing digital TV audiences....

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