Mobile video formats are growing strongly, according to the Digital Ad Trust Report

The Digital Ad Trust Switzerland initiative has published its latest quarterly report for Q3 2025 with the latest key figures on viewability, ad fraud and brand safety. The latest data shows a stable picture in terms of viewability, with positive developments in the mobile video segment in particular. At the same time, there has been a slight increase in the ad fraud rate, while brand safety remains unchanged at a minimal level.

Stable display visibility with positive mobile impulses

The overall visibility for display advertising was 75.2% in the third quarter, a slight increase of 0.5 percentage points compared to the previous quarter. The desktop formats remained stable overall with a visibility rate of 81.3% (-1.1 percentage points), with the 300×600 format achieving a very good result of 88.3%. The 300×250 (-1.7 percentage points) and 994×250 (-1.4 percentage points) formats declined.

The positive trend continued in the mobile segment, where overall visibility rose by 1.4 percentage points to 71.2%. Particularly noteworthy is the 320×416/480 format, which reached a new high with an increase of 3.7 percentage points to 74.8%.

Ad fraud up slightly - desktop stable, mobile with growth

The ad fraud rate (SIVT, Sophisticated Invalid Traffic) was 0.61% in the third quarter, an increase of 0.17 percentage points compared to the previous quarter. On desktop, the rate fell slightly to 0.79% (-0.04 percentage points), with the 994×250 format in particular improving significantly.

On mobile, on the other hand, the average ad fraud rate rose to 0.51% (+0.30 percentage points). The main drivers here were the 300×250 (+0.47 percentage points) and 320×416/480 (+0.10 percentage points) formats, both of which showed increasing exposure to SIVT.

Brand Safety remains at top level

The blocking rate in the area of brand safety remained unchanged at 0.01%, once again underlining the high quality and security of digital advertising environments in Switzerland. The Swiss digital market thus remains the leader in terms of transparency and advertising environment safety in the third quarter.

Video visibility: mobile in-stream drives the market

The picture for video visibility is mixed. Overall visibility for video ads was 76.1% in the third quarter, a decrease of 1.4 percentage points compared to the previous quarter. While desktop outstream formats suffered slight losses at 73.5% (-2.1 percentage points) and mobile outstream formats at 68.8% (-0.7 percentage points), the mobile instream segment developed positively.

With an increase of 2.3 percentage points to 80.1%, this shows a stable growth trend that underlines the increasing importance of mobile video formats in the Swiss market.

Roland Ehrler, President of Digital Ad Trust Switzerland, comments on the results: "The figures from the third quarter of 2025 show a robust picture for digital advertising in Switzerland. The development of video formats on mobile devices is particularly pleasing."

For more information https://digitaladtrust.ch