B
Evidence Grade B
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accuracy verified by the review judge
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Recent
11.8%
11.8% -- viewability advantage vs display for Video advertising (vs display, global digital advertising) (2025)
Video outperformed display in viewability by an 11.8 percentage-point advantage.
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Lighthouse Research Team
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Source verified
Evidence graded
Value
11.8%
Unit
Percentage
Data Vintage
2025
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.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
60
Freshness
95
Source
Integral Ad Science (IAS)
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 (IAS)
· Original study ↗
Methodology
Video outperformed display in viewability by an 11.8 percentage-point margin per IAS Media Quality Report 21st edition (published July 8, 2026); value expressed in percentage points, based on IAS ad-verification measurement data.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Video advertising (vs display, global digital advertising): 11.8% viewability advantage vs display. Source: Integral Ad Science (IAS) (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/video-vs-display-viewability-gap-2025
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<blockquote cite="https://lighthousedata.io/data/video-vs-display-viewability-gap-2025" 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 vs display for Video advertising (vs display, global digital advertising)<br><small>Source: Integral Ad Science (IAS) (2025) · <a href="https://lighthousedata.io/data/video-vs-display-viewability-gap-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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