Video viewability figures published for first time
Ad viewability levels in the UK rose for the first time in
nine months to the highest level seen for over a year, according to the latest
quarterly benchmark report from ad verification company Meetrics.
In the second quarter of 2017, the proportion of banner ads served that met minimum viewability guidelines rose from 47% to 51% – the first rise since Q3 2016 – and the highest level since Q1 2016 (54%).
Despite the rise, the UK still lags far behind Austria (69%), France (58%) and Germany (57%).
“It’s certainly a step in the right direction and shows ad viewability initiatives, such as from JICWEBS and the like, are starting to impact the market,” said Anant Joshi, Meetrics’ commercial director UK & Ireland. “However, the UK is still well behind other markets and the industry has much work to do. We can’t celebrate the fact that we’re back to almost half of banner ad budgets being wasted on ads that don’t have the chance to be seen.”