Overall Performance Metrics, by Device
Display Ad Performance Benchmarks, US
Geography:
by Device
Overall Performance Metrics
by Device & Ad Size
In-View Rates
In-View Times
Geography:
US
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Display Ad Performance Metrics, by Device, US

TimeframeQ2 2018Q3 2018Q2 2019Q3 2019Q4 2019
Desktop
– In-view time (seconds)
27.71
28.02
27.96
27.66
27.23
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– In-view rate
55.7%
56.5%
57.6%
57.8%
57.4%
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— In-view time 5+ sec rate
39.4%
40.7%
41.8%
42.4%
41.7%
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— In-view time 10+ sec rate
29.6%
31.2%
32.6%
33.0%
32.3%
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— In-view time 15+ sec rate
23.9%
25.5%
26.7%
27.1%
26.5%
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— In-view time 30+ sec rate
13.0%
13.1%
12.9%
12.4%
11.4%
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— In-view time 1+ min rate
5.8%
5.6%
5.5%
5.3%
5.2%
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– Fully on-screen rate (no time minimum)
52.2%
52.6%
53.6%
53.8%
53.3%
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– 1 sec fully on-screen rate
46.0%
46.6%
47.3%
47.5%
46.9%
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– Scroll rate
67.9%
68.7%
67.4%
67.3%
69.6%
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– Active page dwell time (seconds)
47.94
47.64
47.55
47.33
46.30
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Mobile
– In-view time (seconds)
16.82
17.29
16.99
17.30
16.60
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– In-view rate
49.9%
51.0%
54.8%
55.4%
56.2%
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— In-view time 5+ second rate
30.7%
31.9%
34.8%
35.9%
35.8%
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— In-view time 10+ second rate
21.4%
22.6%
25.2%
26.4%
26.3%
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— In-view time 15+ second rate
16.2%
17.3%
19.5%
20.5%
19.9%
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— In-view time 30+ second rate
8.2%
8.4%
8.8%
8.9%
8.2%
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— In-view time 1+ minute rate
3.8%
3.8%
3.3%
3.3%
3.1%
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– Fully on-screen rate (no time minimum)
49.9%
50.9%
55.1%
55.4%
56.4%
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– 1 sec fully on-screen rate
39.6%
40.6%
44.0%
44.5%
45.0%
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– Scroll rate
80.1%
81.5%
83.8%
84.1%
84.1%
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– Active page dwell time (seconds)
38.01
39.04
39.63
40.16
39.20
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Source: Moat

Note: represents activity on the Moat Analytics platform, broader industry metrics may vary

Additional Note: in-view rate: percentage of impressions where at least 50% of an ad was in-view for at least one continuous second; in-view time: the length of time an ad has been active and in-view; fully on-screen rate: percentage of impressions where the ad surface was 100% on-screen for any period of time; scroll rate: percentage of impressions where the user scrolled; active page dwell time: average length of time the user was on the page with the window in-focus

Methodology: Data is from the quarterly Moat reports titled "Benchmarks Report." Data is based on billions of display, mobile, native and video ad impressions served daily on connected TV, desktop, smartphone and tablet (in-app and browser) worldwide, primarily in the UK and US, during each quarter. Moat has a significant portion of the top 100 publishers as clients across various industries. Moat Analytics provides digital display, mobile, native and video viewability and attention-based metrics to advertisers, agencies and publishers.