Viewability of Directly Placed Display Ads Improved Slightly in H2

56% of directly placed ads stayed in-view for at least 1 second in H2 2012, up from 49.9% in H1, according to [pdf] a February 2013 study from Integral Ad Science (formerly AdSafe Media). Viewability for directly placed ads was better than for networks (42.2%), exchanges (37.6%), and hybrids (41.1%). Longer engagement with viewers was much harder to come by: just 22.7% of directly placed ads remained in-view for 15 seconds, dropping to 17.2% for hybrids, 16.5% for networks, and 15.7% for exchanges. (more…)