Google finds 54% of video ads not viewable across web

Houston, we have a video viewability problem. Nearly 46 percent of video ads across desktop and mobile web are never seen, according to a new report from Google. Based on the video ads the search giant serves across the web, that number does not include spots on YouTube. Google reports 91 percent of YT video ads on sites and apps showed up on a screen at least half in view for at least two seconds (MRC standard). Of the unviewed ads, not including those not viewed on YT, 76 percent never appeared on the screen or played in a background. The remaining 24 percent could be seen, but a user scrolled past the video before playing for two seconds. YT only runs video ads within the player, which is part of the TrueView that only charges advertisers if the brand’s ad is watched for 30 seconds.

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