In 2017, YouTube advertising continued to be ahead of other platforms, with the global average visibility of YouTube ads rising to 95 percent, up 2 percentage points from 2016. On other networks and apps, video ads are only 66% visible on average. Overall, mobile phones and tablets remain the highest visibility. However, the visibility of video ads varies widely from country to country.
Visibleness is an important indicator of online advertising to measure whether an ad has a chance to be seen by users. According to the definition of video ad visibility by IAB and MRC: 50% or more of the ad pixels are continuously viewed for more than 2 seconds. For example, if a video ad is playing but the user is browsing on another tab, the impression is not considered visible.
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