2012 Ad Viewability Benchmarks, by Site Type

In light of recent data from comScore suggesting that a majority of display ads go unseen (at least per the 3MS standard for 50% of pixels in-view for at least a second), it’s worth taking a look at viewability benchmarks according to PointRoll’s latest benchmark report [pdf]. Covering 2012 activity, the data shows that viewability rates were lowest on shopping and auction (34.3%) and ad network (36.7%) sites, and highest on employment (68.5%), news (67%) and music and streaming media (66.1%) sites. (more…)