Ad viewability rises to highest level in over a year

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%). 

UK ad viewability trend

​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.”

Ford first to take advantage of Primesight & RadiumOne tie-up

Ford is the first brand to take advantage of a combined offering between Primesight and RadiumOne that integrates out-of-home and mobile advertising so that advertisers can target people based on both their location and their content sharing behaviour.

Ford is promoting its new Fiesta – the UK’s best-selling car – whereby whenever the target audience comes within a certain distance of a Primesight billboard, RadiumOne serves a mobile display ad to those who’ve shared or engaged with content online relevant to Ford’s campaign.

Non-viewable ads costing advertisers around £750 million ... Meetrics

Mobile contributing to declining ad viewability levels

Non-viewable ads costing advertisers around £750 million

The rise in mobile advertising spend is contributing to a decline in ad viewability levels, according to the latest quarterly benchmark report from ad verification company Meetrics.

In the first quarter of 2017, the proportion of banner ads served that met minimum viewability guidelines dropped from 49% to 47% – the lowest level for nine months. Based on the recent IAB/PwC figures, this suggests around £750 million per year is wasted on non-viewable ads.

Declining viewability is partly driven by mobile now accounting for over half of display ad spend but tending to have lower viewability rates than desktop for various reasons,” said Anant Joshi, Meetrics’ commercial director UK & Ireland. “Obviously, the smaller screen size can mean more page scrolling and, thus, more chance of ads being missed lower down a page, plus slower network connection speeds can cause ad loading delays. There’s also the legacy issue of desktop ads served on mobile which don’t format properly, despite the use of responsive design.”
Joshi says these issues are compounded by the increasing amount of mobile content consumed via apps, in which ads are more likely to be at the bottom of a page so don’t always get enough attention. However, he’s keen to point out these “aren’t just UK issues, we’re seeing them across all markets.”
Germany saw a three percentage point decline in viewability to an all-time low of 55%, Austria dropped a single point to 67%, while France rose three points to 60% – all still significantly ahead of the UK’s 47%.

Viewability  by country

He concludes: “Unfortunately, we’re still seeing a lot of talk but not the required intense effort to increase viewability and improve campaign ROI. This needs to change.”

Ads are deemed viewable if the meet the IAB and Media Ratings Council’s recommendation that 50% of the ad is in view for at least one second.

Search Elite will change your online business. Forever.


The search marketing elite are gathering to deliver a conference that has one clear objective – to show you how to make significantly more money from your online business using clever SEM. 


The Search Elite Conference has a lineup of speakers that have each led outstanding success in search marketing. If you are an in-house marketer, work for an agency, or if you are a digital marketing consultant then this is a conference which promises no fuss and no time wasting. 

Search Elite is about making more money for your business.



"Automate or Die" by David Iwanow
"Don't Waste Money Buying Traffic" by Jim Banks
"The Power of GTM" by Gerry White



The Search Elite Speakers: 


Sam Noble
Director Of Koozai and Search Personality Of The Year and Founder of State of Digital and Internationally renowned marketing specialist.

Bas van den Beld
Online marketing strategist and founder of State of Digital


David Iwanow
Director Of Strategy at BlueGlass

Jim Banks
CEO Spades Media and Google Adwords master


Judith Lewis 
Founder deCabbitt Consultancy

Jono Anderson
Principal Consultant at Distilled


Russell McAthy
CEO at Cubed

Gerry White
Analytics and SEO Consultant


Every speaker will be available throughout the day and at the after event drinks party to answer questions candidly and honestly about your  business.
Search Elite will be held on 9th May at The Trampery, Old Street EC1 – in the heart of London’s tech hub. Tickets available now.

 “Search Elite will provide you with the tools and knowledge to increase your online profits and make a real difference to your business.” 



You’ll need some unwind time to let it all sink in, so after the event please join us for drinks and a few games of Ping Pong at the famous Bounce Bar next door, where we have our own special Search Elite area.
Search Elite is sponsored by
Our Media Partners:


We’ll see you there.

Craig Rayner

Search Elite
0330 0100 365

Giant iTab are launching a NEW 27" Desktop Smartphone



Following on from the success of their award-winning 42" Smartphone solution, Giant iTab are launching a NEW 27" Desktop Smartphone  complete with:-

• Fully enclosed Smartphone housing & stand
• Built in Hi-Res Camera
• Rotation arm for both Landscape and Portrait orientation

Perfect for exhibitions, retail, banking, corporate, hotels & reception areas, these come as a complete 'plug & play' solution with all the content presentation capabilities & benefits of the Smartphone devices we all use every day.