Overall Performance Metrics
Display Ad Performance Benchmarks, UK
by Device
by Device & Ad Size
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Display Ad Performance Metrics, by Device, UK
| Timeframe | Q2 2018 | Q3 2018 | Q2 2019 | Q3 2019 | Q4 2019 | |||
|---|---|---|---|---|---|---|---|---|
| Desktop | ||||||||
| – In-view time (seconds) | 29.17 | 28.78 | 28.54 | 28.22 | 28.09 | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| – In-view rate | 57.6% | 59.0% | 58.7% | 59.6% | 60.5% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| — In-view time 5+ sec rate | 41.2% | 42.7% | 42.4% | 43.2% | 44.0% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| — In-view time 10+ sec rate | 31.4% | 33.1% | 33.2% | 33.1% | 32.8% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| — In-view time 15+ sec rate | 25.2% | 27.0% | 26.1% | 26.3% | 25.9% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| — In-view time 30+ sec rate | 14.2% | 14.3% | 13.5% | 13.6% | 13.2% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| — In-view time 1+ min rate | 7.0% | 6.8% | 6.3% | 6.3% | 6.5% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| – Fully on-screen rate (no time minimum) | 53.9% | 55.2% | 54.5% | 55.8% | 56.1% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| – 1 sec fully on-screen rate | 47.2% | 48.6% | 47.7% | 48.8% | 48.9% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| – Scroll rate | 68.7% | 69.5% | 71.2% | 72.9% | 74.1% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| – Active page dwell time (seconds) | 53.69 | 52.51 | 54.15 | 53.15 | 51.89 | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| Mobile | ||||||||
| – In-view time (seconds) | 15.67 | 15.63 | 15.84 | 15.05 | 14.85 | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| – In-view rate | 50.4% | 52.5% | 54.5% | 55.3% | 55.9% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| — In-view time 5+ second rate | 31.3% | 33.9% | 35.5% | 36.0% | 35.5% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| — In-view time 10+ second rate | 21.8% | 24.1% | 25.9% | 25.9% | 25.4% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| — In-view time 15+ second rate | 15.9% | 16.9% | 18.1% | 18.2% | 17.5% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| — In-view time 30+ second rate | 7.3% | 7.2% | 7.9% | 7.0% | 6.9% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| — In-view time 1+ minute rate | 3.2% | 3.1% | 3.3% | 2.7% | 2.7% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| – Fully on-screen rate (no time minimum) | 50.3% | 52.8% | 55.6% | 56.2% | 56.3% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| – 1 sec fully on-screen rate | 39.6% | 42.7% | 44.6% | 45.1% | 44.4% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| – Scroll rate | 82.7% | 82.1% | 81.1% | 82.1% | 82.7% | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
| – Active page dwell time (seconds) | 40.46 | 40.25 | 41.17 | 40.18 | 40.84 | Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||
Source: Moat, April 2020
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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