Report: Increasing Viewability on Desktops for Display and Video

Marketers turn to both display advertising and video content when it comes to reaching out to their target audience, but which shows the most ROI? New research suggests that it’s not always video that outperforms display advertising.

IAS recently published the “Media Quality Report H1 2018” to determine how video and display marketing performed in the first half of 2018 compared to last year. Statistics showed that when it came to desktop display viewability, there was a 9.4 percent improvement from 54.7 percent to 59.9 percent between H2 2017 to H1 2018. When it came to desktop video, there was just a modest improvement of 3.2 percent from 55.3 percent to 68.4 percent.

“This small incremental increase may be due to the fact that video viewability is intrinsically higher as a result of high-viewability page placements,” wrote the authors of the report.

The Growing Investment in Video Marketing

Despite the fact that display advertising can pay off more than video in some instances for marketers, they are still investing in video to achieve their top objectives.

Trusted Media Brands conducted the “Digital Video Outlook: Is Branded Video the New Pre-Roll?” report and found that over one-quarter of advertising budgets are now dedicated to digital video. Over the next 12 months, 35 percent of marketers intend to increase their creation and distribution spending on branded video.

Marketers are seeing benefits associated with publishing on social platforms as well. Audience targeting capabilities (49 percent), engagement (49 percent) and ease of distribution (35 percent) were named a few of the top advantages.