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BizReport : Advertising archives : April 18, 2016

UK ad viewability levels still lag other European countries

The latest ad viewability levels released by ad verification firm Meetrics reveals they are the highest for 18 months thanks to more awareness of the issue and low-viewability in programmatic being addressed.

by Helen Leggatt

In Q1 2016, online ad viewability levels increased to 54%, the highest level for 18 months and just short of the 55% reported in Q3 2014.

However, the benchmark report from Meetrics also shows that, despite the recent increase in viewability levels in the UK, performance is still behind other European countries such as France (66% viewability), Austria (65%) and Germany (60%).

Based on current ad spend, the IAB suggests that the 46% of banners ads that are not viewable, based on the current standard of 50% being in view for at least 1 second, means that over £600 million (US$850 million) is going to waste annually.

Nonetheless, Meetrics' figures show that viewability is rising. This, says Anant Joshi, Meetrics' Director of International Business, is due to two main factors.

"As the whole 'ad verification' topic gets more publicity, it gains prominence in marketing departments, consequently, more campaigns are being optimized against viewability figures. Furthermore, the issue of low-viewable inventory in programmatic - which now accounts for 60% of display ad sales - is being addressed."

Tags: advertising, banner ads, Europe, Meetrics, viewability

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