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

Why it matters

Connected TV advertising investment has grown rapidly in recent years, with it quadrupling its share of online video impressions between 2016 and 2020. A higher ad viewability rate at least partly explain this strong growth.

However, there is room for improvement. Existing viewability standards have been called into question and around 80% of advertisers say they are struggling to leverage connected TV effectively.

Takeaways

• More than nine-tenths (93.3%) of connected TV (CTV) impressions are considered viewable per Media...