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United StatesDisplay Ad Performance Benchmarks, US
Overall Performance Metrics
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by Device
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Overall Performance Metrics
by Device & Ad Size
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In-View Rates
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In-View Times
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Display Ad Performance Metrics, by Device, US

TimeframeQ1 2019Q2 2019Q3 2019Q4 2019Q4 2020
Desktop
— In-view time 1+ min rate
5.3%
5.2%
5.3%
5.2%
4.9%
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– Fully on-screen rate (no time minimum)
53.8%
53.3%
53.8%
53.3%
53.6%
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Mobile web
– In-view rate
N/A
N/A
N/A
N/A
57.3%
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– In-view time (seconds)
N/A
N/A
N/A
N/A
16.20
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— In-view time 5+ sec rate
N/A
N/A
N/A
N/A
37.2%
Maximum of two rows can be charted.
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— In-view time 10+ sec rate
N/A
N/A
N/A
N/A
27.3%
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— In-view time 15+ sec rate
N/A
N/A
N/A
N/A
20.7%
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— In-view time 30+ sec rate
N/A
N/A
N/A
N/A
8.3%
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— In-view time 1+ min rate
N/A
N/A
N/A
N/A
2.8%
Maximum of two rows can be charted.
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– Fully on-screen rate (no time minimum)
N/A
N/A
N/A
N/A
57.1%
Maximum of two rows can be charted.
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— 1 sec fully on-screen rate
N/A
N/A
N/A
N/A
47.0%
Maximum of two rows can be charted.
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– Scroll rate
N/A
N/A
N/A
N/A
83.6%
Maximum of two rows can be charted.
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– Active page dwell time (seconds)
N/A
N/A
N/A
N/A
38.80
Maximum of two rows can be charted.
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Mobile in-app
– In-view rate
N/A
N/A
N/A
N/A
72.8%
Maximum of two rows can be charted.
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– In-view time (seconds)
N/A
N/A
N/A
N/A
14.20
Maximum of two rows can be charted.
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— In-view time 5+ sec rate
N/A
N/A
N/A
N/A
46.7%
Maximum of two rows can be charted.
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— In-view time 10+ sec rate
N/A
N/A
N/A
N/A
35.4%
Maximum of two rows can be charted.
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— In-view time 15+ sec rate
N/A
N/A
N/A
N/A
22.0%
Maximum of two rows can be charted.
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— In-view time 30+ sec rate
N/A
N/A
N/A
N/A
7.0%
Maximum of two rows can be charted.
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— In-view time 1+ min rate
N/A
N/A
N/A
N/A
2.0%
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– Fully on-screen rate (no time minimum)
N/A
N/A
N/A
N/A
70.4%
Maximum of two rows can be charted.
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— 1 sec fully on-screen rate
N/A
N/A
N/A
N/A
59.5%
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Source: Moat

Note: represents activity on the Moat Analytics platform, broader industry metrics may vary

Additional Note: in-view rate: percentage of impressions where at least 50% of an ad was in-view for at least one continuous second; in-view time: the length of time an ad has been active and in-view; fully on-screen rate: percentage of impressions where the ad surface was 100% on-screen for any period of time; scroll rate: percentage of impressions where the user scrolled; active page dwell time: average length of time the user was on the page with the window in-focus

Methodology: Data is from the quarterly Moat reports titled "Benchmarks Report." Data is based on billions of display, mobile, native and video ad impressions served daily on connected TV, desktop, smartphone and tablet (in-app and browser) worldwide, primarily in the UK and US, during each quarter. Moat has a significant portion of the top 100 publishers as clients across various industries. Moat Analytics provides digital display, mobile, native and video viewability and attention-based metrics to advertisers, agencies and publishers.

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