The UK online advertising market has maintained the viewability gains it made in Q1 and Q2 – when they reached the highest level since the second quarter of 2014 – according to the latest figures, providing further proof that optimisation measures are finally taking effect.
So says, Meetrics’ new Viewability Benchmarks which reveals that the proportion of display ads served that met minimum viewability guidelines rose from 52% to 56% – the first time levels have risen for five consecutive quarters.
However, values for banner advertising decreased by one percentage point to 58% in the same period and the stats still mean nearly half of all banner ads and two-fifths of display are still not being seen by anyone.
The IAB and Media Ratings Council’s recommendation is that an ad is considered viewable if 50% of it is in view for at least one second; a measurement most people in the industry, except those who are flogging the ads, have viewed as laughable for years. A 2016 study claimed that an online ad needs to be on the screen for at least 14 seconds to have any chance of being looked at.
Compared to other markets, the UK still ranks in the lower half of the table. The best viewability rate was measured in the Austrian market at 73%, followed by Sweden at 64%. The international average was 61% in Q2 2018.
Even so, the view time in the UK compares favorably internationally. On average, a seen ad is viewable for around 26.2 seconds; almost five seconds more than the international average.
Meetrics co-founder and managing director Philipp von Hilgers said: “The UK market has historically been in last place for viewability, but optimisation measures are finally taking effect. Viewability levels for display are stabilising, and values are improving over the long-term. Nevertheless, the UK still has work to do to catch up with performance rates internationally.”
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