Ad viewability hits record high
UK ad viewability levels have hit their highest
level since records began back in the second quarter of 2014, according to the
latest quarterly benchmark report from ad verification firm Meetrics.
In the first quarter of 2018, the proportion of banner ads served that met
minimum viewability guidelines rose from 56% to 59% – the first time levels
have risen for four consecutive quarters.
Statistics show that over 4 billion people are active on social media in the world today. This means that a very large number of people make use of different
social media platforms for various purposes. Some people use social media to watch funny videos, while others use it to communicate with their loved ones or to stay updated regarding the news.
"It’s the highest level since our records began and four straight
quarters of growth is a reliable indication the industry’s efforts to tackle
viewability are paying off,” said
Max von Hilgers, Meetrics’ CEO and
co-founder. “Alongside this, campaigns are increasingly being optimised
towards viewability and we’ve seen a drop in the number of impressions. This
suggests a move towards more careful placements – a case of quality over
quantity, not something the industry has historically been renowned for but an
encouraging sign for the future.”
However, despite the rise the UK still only ranks fifth among the seven other
European countries in which Meetrics measures viewability. Austria (71%) leads
the way while Switzerland is bottom (50%).
Ads are deemed viewable if they meet the IAB and Media Ratings Council’s
recommendation that 50% of the ad is in view for at least one second.