UK ad viewability remains below 50%, costing advertisers £154m a quarter

UK ad viewability remains below 50%, costing advertisers £154m a quarter

London, 20 October 2016 – For the second consecutive quarter, less than half of online ads served in the UK met minimum viewability thresholds – costing advertisers around £154 million, based on IAB/PwC’s Adspend figures published last week¹.

Only 49% met the IAB and Media Ratings Council’s recommendation that 50% of the ad was in view for at least 1 second. However, this was a marginal improvement on 47% from the second quarter in 2016, according to the latest report from ad verification company Meetrics.

Despite the improvement, the UK remains significantly behind other European countries in terms of viewability levels: Austria is at 69%, France at 60% and Germany at 59%.

Viewability levels by country

“To be honest, due to the attention and initiatives focused on addressing viewability, we’d expected a bigger improvement in the UK in the third quarter,” said Anant Joshi, Meetrics’ Director of International Business. “However, it seems that these efforts only just outweigh the impact of programmatic ad delivery and the amount of ad re-loading done by publishers to boost inventory levels. It’s still translating into about £615 million wasted annually on non-viewable banner ads alone.”

Viewability levels for video ads are better at 68%, however, this is against a measure of 50% in view for at least 2 seconds. Consequently, Joshi says, “advertisers should critically evaluate whether 50/2 is enough to have any form of impact. For example, if one considers a view-time of 10 seconds, which will have an impact, video viewability drops to 30%.”

Women for Women : Introducing the new Demelza grey for the winter season




Welligogs are pleased to introduce the new Demelza grey for the winter season. A new addition to the Demelza line, the grey Demelza is the ideal coat for the colder months, beautifully tailored to fit most shapes. This very elegant, classic coat is perfect for day-to-day wear or to attend smart events.

Demelza grey is made from 80% wool and 20% polyamide tweed. It features moleskin collar, pocket and sleeve detailing giving it a unique look. The coat is fully lined in dusky pink and tangerine or pale blue, contrasting wonderfully with the darker outer fabric.

The Demelza is available in navy or grey herringbone fabric and looks fabulous teamed with the Welligogs Mayfair boots.or Welligogs fur bobble hat  
Available in sizes 6(XXS) - 18(XXL). RRP £295.




For more information on the Welligogs A/W collection please contact Jennie

Email: Telephone: 01785662277


Amazon Video offers promo film-makers £30,000 prize fund

PromaxBDA UK Short Film Festival 2016 Announces Amazon Video UK Sponsorship

Amazon Video offers promo film-makers £30,000 prize fund and fast-track onto platform in front of millions of UK & US Amazon Video customers

PromaxBDA UK Short Film Festival 2016 at ‘The New Normal’ Conference at Here East, London, UK

This year’s PromaxBDA UK Short Film Festival includes Amazon Video as its latest sponsor and is now open for entries.

Produced in association with SuperGrizzly by Matthew White - founder and director of the Festival, the showcase is a chance for television promotion and marketing professionals to present original, creative longer-form work to their peers and the international audience reached by Amazon Video, and be recognised for the contribution they make to the television and film industries.

Research : Online ads need to be viewable for 14 seconds to be seen / InSkin Media, Research Now and Sticky

Online ads need to be viewable for 14 seconds to be seen

Viewable online ads typically receive 0.7 seconds gaze time

Study reveals danger in optimising campaigns for viewability 

Cluttered environments see ad gaze time drop 37% 

An online ad needs to be on the screen for 14 seconds to have any chance of being looked at, according to a new study on the relationship between viewability, gaze time, ad clutter and people’s ability to remember ads.

The study – by InSkin Media, Research Now and Sticky – involved four companies, nearly 4,300 consumers, and technologies including eye-tracking (by Sticky) and viewability measurement (by Moat).

Viewable vs actually looked at
Eye-tracking reveals that 25% of ads defined as viewable – i.e. meeting minimum industry guidelines of 50% of the pixels being on screen for least one second – are never looked at. One third achieve a gaze time (time spent actually looking at the ad) of less than a second, while only 42% are looked at for at least a second. The median time a viewable ad is actually gazed at is 0.7 seconds.

The study reveals how long an ad needs to be viewable in the first place to hit certain levels of gaze time. On average, to be looked at for up to a second an ad needs to be viewable for 14 seconds. Ads achieving at least one second of gaze time are viewable for an average of 26 seconds. For at least two seconds gaze time the average viewability is 33 seconds, while for 3+ seconds gaze time, average viewability is 37 seconds.

Average viewable seconds per minimum gaze time

*E.g. the average viewable time for ads that were looked at for at least 1 second was 26 seconds

How gaze time differs by ad format
This time people spend looking at ads differs significantly across four key formats covered – led by page takeovers at 7.5 seconds down to MPUs at 0.7 seconds.

Gaze time and ad recall levels by format

A campaign should be assessed in three stages: did the ad have the opportunity to be seen, was it actually looked at and what was the impact,” said Steve Doyle, InSkin Media’s CCO. “It should be judged and optimised against the last stage (impact) but the focus on viewability means campaigns are increasingly optimised against the first stage (the opportunity) which can be counter-productive to maximising impact.”

“Why? Smaller formats have higher ‘opportunity to be seen’ rates as their size means it’s easier to hit viewability thresholds – but gaze time is very low. Thus, it’s optimising on low engagement and low impact.”

How clutter affects ad recall
The study reveals how ad clutter impacts how long people look at ads and their ability to remember them. In cluttered scenarios, ad gaze time decreases by 37% on average across the formats.

Although page takeover formats aren’t affected, clutter means ad recall drops by an average of 20% across the other three formats – billboards, half-page’s and MPU’s – with billboards being most affected (-26%).

How ad recall levels are affected by clutter

“Ad clutter significantly reduces the attention each ad receives. This translates into weaker recall and lower ad effectiveness,” says Doyle. “Publishers must tread the fine line between more ads which drives more revenue, on a CPM basis, or less ads which mean stronger results for advertisers and a better user experience. It’s obvious which one is most conducive to long-term loyalty from clients and readers.”

Conversion Conference : Two days of conference, two tracks, 20+ exciting sessions with profound strategies and 20+ speakers from the UK, US and Europe

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Two days of conference, two tracks, 20+ exciting sessions with profound strategies and 20+ speakers from the UK, US and Europe. Share insights, perspective & best practices with the industry's brightest minds. Join speakers from Google, Tesco, and many more.

Awards : Loudmouth PR wins a gong for their client London Mint Office

Loudmouth PR, PR specialists for the marketing services sector have won a Bronze Stevie® Award in the 13th Annual International Business Awards in the ‘PR Campaign of the Year - Events & Observances’ category.  

Specifically, the Award was given to Loudmouth PR and leading UK coin specialist The London Mint Office for its Waterloo 200 Campaign which was created and implemented in partnership with the charitable organisation Waterloo 200 and Worcestershire Medal Service, medallists to Her Majesty the Queen. Overall the campaign achieved 240 pieces of coverage including news stories on BBC News, ITV News, Sky, London Live and the BBC Politics Show. Photos of the Waterloo Memorial event featured prominently in the national and international press including The Daily Telegraph, The Times, The Daily Mail, The Observer and The Wall Street Journal.

Woman for Woman : More Than Half of Women in Advertising Have Been Sexually Harassed

4A's Finds One in Three Women Denied Promotion Due to Discrimination

By Lindsay Stein. Published on August 11, 2016.

More than half of women in advertising have experienced sexual harassment at least once, according to a statistic from a 4A's study that follows on the heels of Saatchi & Saatchi Chairman Kevin Roberts' resignation due to controversial comments about gender diversity.

Events ... Giant Smartphones & Tablets : A new 'Partner Reward Programme' for agencies and stand builders booking on behalf of their clients

Who comes first, the employee or the customer? ...By Phil Davitt - NewVoiceMedia

Who comes first, the employee or the customer?

I was visiting a client last week and we started talking about the recent trend in customer experience which suggests that customers should come first over everything else. Over profits and stakeholders, over processes and policies and over employees. Although this sort of thinking has the right intentions, I think it’s a little misguided and could do more harm than good in the long run. 

While giving your customers a great experience is a fundamental requirement of any business, if you neglect your employees how long will they continue to give this great experience? A great experience for the customers starts with a great experience for the employees.