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BizReport : Advertising archives : October 16, 2015

Meetrics: £1billion spent on unseen online ads in U.K. this year

Online ad viewability has risen in the UK, according to new figures released by ad verification company Meetrics, yet a significant amount is still being spent on ads that never get seen.

by Helen Leggatt

An estimated £1billion each year is being spent on unseen ads, found Meetrics, despite viewability rising 3% in Q3 2015 to 52%.

Earlier this year, the IAB revealed that 49% of online ads did not meet their standard of half the ad being in view for at least one second. According Meetrics' Anant Joshi, director of international business, the main reason ads are not viewable is because they take too long to load with around 20% of ads remaining unloaded before a view moves on to another page or website.

However, along with the rise in overall viewability levels, the average time viewable ads (those meeting the IAB's 50%/1 second rule) were in view rose from 29.5 seconds in Q2 to 31.2 seconds in Q3.

"Consequently, the industry has much to do in terms of increasing web-page performance and ad serving systems," says Joshi, "notably, to drastically reduce the amount of web browser redirects that go on behind the scenes before content is loaded."

Meetrics estimates that around quarter of a million pounds was wasted on unseen ads in Q3 2015, amounting to around £1billion this year alone.

Image via Shutterstock

Tags: advertising, U.K, viewability

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