Key findings from AdSafe’s 2011 Semiannual Review:

  • The amount of time an ad is in view is a key measure of user engagement. Adsafe finds nearly 40% of all display ads — above and below-the fold — were either not in-view at all to their intended user or in-view for less than half a second, the standard time accepted for an ad view according to the Interactive Advertising Bureau


  • Of the ads not in-view for at least half a second, the vast majority (approximately 97%) were never in-view.


  • Religion and spirituality sites lead with an in-view time of five seconds followed by sport sites (4+ seconds) and news sites (3 seconds).


  • The overall proportion of risky-to-brand-safety content increased 25% quarter-over-quarter in Q4 to represent 7.5% of all impressions, with the majority of those deemed moderate risk (4.8% of total impressions). 


  • Ads that should be received in the U.S. but are incorrectly geo-targeted result in these ads being displayed to users in other countries. The U.K. received the largest share of America‚Äôs non-geo-compliant impressions, with 22.8%, while Canada came in second, receiving 17.4% of improperly geo-targeted ads.

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