Digital Ad Trust: Mobile visibility reaches new high
The first quarter of 2025 saw positive developments in the visibility of display and video advertising in Switzerland. The Digital Ad Trust Switzerland initiative reports record figures for mobile formats, stable ad fraud rates and a continued very low blocking rate in the area of brand safety.
According to the latest "Digital Ad Trust Report" for the first quarter of 2025, the visibility of display advertising rose to an average of 74.6% - an increase of 3 percentage points compared to the previous quarter. Mobile formats in particular contributed to the positive development: Their viewability rate increased by 3.7 percentage points to 71.7%. The 320×416/480 format reached a new record of 79.6%. Progress was also made on the desktop, with the 300×600 format leading the way with a visibility rate of 88.8% (+5 percentage points).
The rate of fraudulent ad impressions (Sophisticated Invalid Traffic, SIVT) remained at a stable low level of 0.54%, according to the report. On mobile devices, the ad fraud rate fell to 0.29%, while desktop ads stood at 0.92%. Very good values were also achieved again for brand safety: the blocking rate fell to 0.01%.
The visibility of video ads was 81.5% in the quarter. Mobile outstream formats performed particularly strongly, increasing by 11.1 percentage points. Desktop in-stream advertising, on the other hand, recorded a slight decline to 81.4%.
"The consistently positive developments in the first quarter of 2025 - particularly in mobile visibility and video advertising - are a strong signal of the quality and transparency of the Swiss digital market," summarizes Roland Ehrler, President of Digital Ad Trust Switzerland.
