Vindico, and advertising management platform company, reported that 57% of two billion video ads surveyed over a two month period were not "viewable." "Viewability," of course, is the new audience measurement standard. To be viewable a display ad must be able to be seen on a web page for at least one second, and a video ad must be able to be seen for at least two seconds.
In comparison, broadcast and cable television audiences are measured much more accurately with a combination of set top boxes which monitor audiences continuously and with supplemental demographic surveys. Research also shows that ad exposure averages over 50%. So, the good news is that at least there is some, albeit flawed, methodology which measures audience in terms of viewabiliity (better than nothing?)
The bad news is that internet ads are fraught with fraud. If 56% of online video ads are not viewed because of any one of a number of fraudulent schemes, you the advertiser have been bilked out of half of your budget
Ironically, online video ads have been selling at a double digit pace and may increase from $2.8 billion to $8 billion by 2016. If you are an advertiser you should also be concerned because online ad fraud is ripping you off.