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BizReport : Advertising archives : July 14, 2016

UK: Report reveals dramatic drop in ad viewability levels

An increase in ads bought programmatically has pushed ad viewability levels in the UK down to the lowest levels in 18 months, according to a new report from ad verification company Meetrics.

by Helen Leggatt

In the first quarter of 2016, ad viewability levels in the UK reached the highest in 18 months, at 54%.

An ad is considered viewable if it meets the IAB and Media Ratings Council's recommendation that 50% of it is in view for at least 1 second.

However, it's all change in Q2. At 47%, ad viewability was at its lowest in 18 months, found Meetrics. With Austria performing the best out of all European countries, followed by France (62%) and Germany (60%), the UK now lags behind many of its neighbours as well as internationally (56%).


The upshot is millions in wasted adspend. Based on the IAB and PwC's latest adspend figures, Anant Joshi, director of international business at Meetrics, estimates that the 53% of banner ads not viewable in the UK is worth about £700m (US$926) being wasted annually by advertisers.

The decline in viewability has been driven by the increase in ads bought programmatically, says Joshi, and further compounded by "publishers upping the speed at which ads are re-loaded or auto-refreshed to raise inventory levels and revenue".

Tags: advertising, Meetrics, UK

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