Viewable Rates of Rich Media Ads Differ Significantly by Vertical, Format

63% of rich media ads are viewable, finds DG MediaMind in a new report that uses analyzed data from the month of September 2012 to arrive at its conclusions. Viewable rates ranged from a high of 73% for the travel vertical to a low of 50% for the financial vertical, with CPG (68%) and B2B (67%) among the higher performers and retail (63%) right on the average. Viewability was found to (not surprisingly) impact click-through rates (CTRs): those 63% in-view had a 54.5% higher CTR than the average. (more…)