Online Display Ads See Increasing Viewability In France

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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. 

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