B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
58.2%
58.2% -- video viewability improvement for video advertising (H2 2016)
Video advertising viewability reached 58.2% in H2 2016, up from 40% in H1 2016.
Attribution:
View source
Lighthouse Research Team
Last verified:
·
How we verify data →
Source verified
Evidence graded
Value
58.2%
Unit
Percentage
Data Vintage
H2 2016
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Score breakdown
Extraction
95
Source Trust
50
Citation Chain
60
Independence
30
Methodology
45
Freshness
95
Sources (3)
Integral Ad Science
Primary
Tier A
https://adtechdaily.com/2017/03/29/video-advertising-outperforms-desktop-display/ ↗
Source Article
Video advertising outperforms desktop display
Video advertising outperforms desktop display
By Ad Tech Daily.
The latest Integral Ad Science Media Quality Report highlights brand safety, ad fraud, and viewability trends for programmatic and direct advertising across multiple platforms.
London, UK – The report released today, from Integral Ad Sc…
Also cited by
2026-08-11
2026-08-19
Original Research
Integral Ad Science
· Original study ↗
Methodology
Viewability determined as 50% of the ad unit in view for two continuous seconds as per MRC standard.
Segmentation
Industrymarketing
Cite this stat
Plain Text
video advertising: 58.2% video viewability improvement. Source: Integral Ad Science (H2 2016). Via Lighthouse Intelligence -- https://lighthousedata.io/data/video-ad-viewability-improvement
HTML Embed
<blockquote cite="https://lighthousedata.io/data/video-ad-viewability-improvement" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>58.2%</strong> -- video viewability improvement for video advertising<br><small>Source: Integral Ad Science (H2 2016) · <a href="https://lighthousedata.io/data/video-ad-viewability-improvement" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
Share
Use this data in your work
Copy the citation, embed the widget, or explore thousands more verified marketing statistics -- all free.