Mobile ads more viewable than desktop, but programmatic slips behind, study says

Adverts created for mobile are more viewable than desktop counterparts while ads served direct to publishers, rather than through programmatic channels, also have greater cut through, according to a new study.

A benchmarking report by ad management company Sizmek also validated a recent conclusion from the Interactive Advertising Bureau (IAB) in the US that a viewability rate of 70 per cent for a campaign was “a reliable indicator of performance”.

Viewability is defined by the IAB as 50 per cent of an ad being seen for one second.