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BizReport : Advertising : February 05, 2016

Ad viewability levels down across Europe

Ad verification company Meetrics has released the latest ad viewability benchmarks across Europe which reveal viewability across many European countries dropped in the final quarter of 2015.

by Helen Leggatt

The Viewability Benchmarks from Meetrics are based on the Internet Advertising Bureau and Media Rating Council's definition of viewability. That is, that at least 50% of an online ad should appear in the visible area of a browser window for at least one second.

Based on that definition, Meetrics found that viewability levels for display ads dropped noticeably in several key European markets. In the UK, viewability dropped from 52% in the third quarter of 2015 to 50% in Q4.

In Germany the decline was larger, dropping from 61% to 58% while in France viewability dropped four percentage points to 65% and in Austria down four percentage points to 65%.

"After a bit of a rally, things seem to be getting worse again," said Anant Joshi, Meetrics' Director of International Business. "Although in the UK, for example, the drop isn't much, it's the direction that's more important. Current efforts to address the issue don't seem to be working - either that or the efforts in one area are simply offsetting the inevitable falls generated by more automated buying. In Q4, around £134 million [US$195million] was wasted on unseen banner ads alone."

Format-wise, half-page ads were the most viewable format in the UK (63%), followed by billboards (59%) and MPUs (47%). Leaderboards, however, were the least viewable format (43%). The average time viewable ads were in view was 31.4 seconds in the UK.

The report also reveals that "on a web-wide level" online ad clutter is "simply a myth". It appears that, despite people claiming to be inundated with advertising while browsing the Internet, the average amount of a webpage taken up by advertising is just 8%.

Image via Shutterstock

Tags: advertising, Europe, Meetrics, viewability

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