B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
11.8%
11.8% -- viewability advantage over display for Video ads (vs. display ads) (2026)
Video advertising viewability posted an 11.8 percentage-point advantage over display advertising.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
11.8%
Unit
Percentage
Data Vintage
2026
Entity
Geography
APAC
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Integral Ad Science
Primary
Tier A
https://integralads.com/apac/insider/ias-media-quality-report-21st-edition/ ↗
Source Article
IAS Media Quality Report: 21st Edition
Industry-leading benchmarks for stronger media quality
The annual Media Quality Report (MQR) provides marketers with benchmarks, insights, and actionable guidance to evaluate digital advertising performance. New this year, the report adds vertical benchmarks and monthly performance trends to its glo…
Original Research
Integral Ad Science
· Original study ↗
Methodology
Video outperformed display in viewability by 11.8 percentage points, per IAS Media Quality Report 21st Edition; value expressed in percentage points.
Methodology documented
Segmentation
IndustryMedia
RegionAPAC
RoleAll marketers
Channelpaid_ads
Cite this stat
Plain Text
Video ads (vs. display ads): 11.8% viewability advantage over display. Source: Integral Ad Science (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/video-viewability-advantage-over-display-2026
HTML Embed
<blockquote cite="https://lighthousedata.io/data/video-viewability-advantage-over-display-2026" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>11.8%</strong> -- viewability advantage over display for Video ads (vs. display ads)<br><small>Source: Integral Ad Science (2026) · <a href="https://lighthousedata.io/data/video-viewability-advantage-over-display-2026" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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