ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: Online ad viewability drops across Europe; Political ads more influential on digital than on TV; Discrepancies in conversion rates between iOS and Android; and Connected TV is on the rise in China.

Online ad viewability drops

Of all surveyed European markets, the UK had the lowest viewability rate in Q4 2015, a study by measurement provider Meetrics has found. Viewability was highest in France and Austria at 65%, followed by Germany at 58%. In the UK, the viewability rate was only 50%.

When it comes to retaining the viewability rate, the UK was the only market to keep its score. In Germany, viewability dropped from 61% to 58% quarter-on-quarter. France fell from 69% to 65%, and Austria from 70% to 65% in Q4.

“After a bit of a rally, things seem to be getting worse again”, commented Anant Joshi, director of international business, Metrics. “Although in the UK, for example, the drop isn’t much, it’s the direction that’s more important. In Q4, around £134m was wasted on unseen banner ads alone.”

Across Europe, average view time varied from 26.3 seconds in Germany, to 33.5 seconds in France. The UK came in at an average of 31.4 seconds. The most viewable ad format across the surveyed markets was the sidebar.

Political ads more influential on digital than on TV

With the US elections coming up and canvassing in full swing, YuMe takes a look at the role of internet marketing as an influencer in political campaigning. The result: complementing TV adverts, political advertising is becoming a key influence across all age groups.

The survey conducted in September 2015 found that the majority of the 620 surveyed US voters responded favourably to online advertising, and half of the respondents (49%) consider internet marketing among the top three influencers when it comes to making up their mind about politics. Political ads shown on TV influenced only 42%, while TV news remain at the top spot with 69%.

More than a quarter of respondents (27%) said that online digital ads made them change their mind about a candidate; and 26% conducted internet searches on a candidate, prompted by online digital ads. Particularly voters between the ages of 25 and 34 are willing to be influenced by digital political advertising: 42% of this age group had been influenced in their opinion about a candidate because of an ad.

“What this research shows, and what we see on the campaign trail, is that new digital methods add increased effectiveness when compared to other forms of political advertising”, said Bryson Smith, vice president, political, advocacy and government affairs at YuMe.

Discrepancies in conversion rates between iOS and Android

The data study 'State of App Marketing', by AppsFlyer, finds interesting discrepancies between platforms when it comes to conversion and app retention rates.

Comparing click-to-install conversion rates, the study found that Android performs better than iOS in relation to conversion rates for lifestyle apps, for instance. While Android garnered a 5.5 rate, iOS lagged behind at 3.65. In the health and fitness category, iOS performed significantly better with a 8.048 conversion rate, compared to Android’s 2.13.

Likewise, different verticals, such as music or social networking, showed significant discrepancies between iOS and Android. In the music vertical, Android shows a retention score of 0.21 while iOS is rated 0.095. However, in the social networking category, iOS has a retention rate of 0.202 while Android scores 0.131.

The study also found that app installs peak at the weekend, both for iOS and Android, with an average peak time at 8pm in Europe.

The study analysed more than 1.1 billion non-organic app installs of over 6,000 apps from 1 June to 15 December, 2015; and five billion app launches in all areas were scrutinised for an analysis of app usage.

Connected TV on the rise in China

Good news for the ever-growing digital advertising market in China. Of 60 million sold TVs in 2015, 80% were smart TVs, an almost 100% growth rate year-on-year, a white paper by YuMe in conjunction with Nielsen CCData and UPOTV finds.

With a video audience estimated at 439 million viewers, connected TV has changed viewing behaviour significantly.

According to the study, CTV garners an average of five-times more daily usage than traditional TV, and new formats, such as power-up screen ads are responsible for 43% of CTV devices turning on more than seven times a day.

The study concludes that CTV is a way of leading young viewers back to the television screen.

Meanwhile, Nielsen CCData has announced a new algorithm model for targeting reach that extends beyond screens to individual family members.