The Latest Insights from International Online Marketing
Research by Integral Ad Science has revealed that online display ads reached their highest viewability rates in the fourth quarter of last year in France.
53.3% of display ads were classed as viewable in Q4, up from just 43.8% in Q2 of that year.
This is a higher viewability rate than was seen in the US, UK, Germany and Australia during the same time period.
Ads purchased from publishers had a higher viewability rate than those purchased from networks and exchanges.
Looking at ads bought from publishers, 57% were viewable for 1 second or more, 40% were viewable for 5 seconds or more, and 22% were viewable for 15 seconds or more.
Looking at networks and exchanges, 53% were viewable for 1 second or more, 37% were viewable for 5 seconds or more, and 24% were viewable for 15 seconds or more.
France has an internet penetration rate of 86%, equivalent to 55 million people.