NEWS19 January 2017

UK advertisers spent £600m on non-viewable ads in 2016

News Trends UK

UK — UK advertisers spent around £606m last year on ads that didn't meet the minimum viewability thresholds, according to a report from ad verification company Meetrics. 

In the final quarter of 2016, just half ( 49%) of banner ads served in the UK met the IAB (Internet Advertising Bureau) and Media Ratings Council’s recommendation that 50% of an ad is in view for at least one second. 

This is the same proportion as had been recorded in Q3 2016, which was a slight improvement on the 47% from Q2, but a steep drop from the 54% viewability level achieved in Q1. 

The UK remains far behind other European countries with regard to viewability levels: Austria is at 68%, Germany 58% and France 57%. 

“Despite the ongoing attention and initiatives focused on addressing viewability, things just aren’t really improving,” said Anant Joshi, Meetrics’ director of international business.

“Yes, you can argue viewability has stabilised over the last couple of quarters and is marginally up on 6 months ago but the reality is viewability levels are lower than a year ago and over half of ads served still aren’t viewable.”

@RESEARCH LIVE

1 Comment

3 years ago

The IAB believes in maximising viewability with the ultimate aim of trading viewable impressions. This is really important as brands and agencies should feel confident that they can buy impressions that are viewed by people and the ability to do this is a reflection of the greater measurability and accountability that digital offers.    This is clearly still work in progress, and one of the tricky things about viewability is that different vendors in this space can analyse the viewability of the same campaign and produce different results. That’s why we’re working with industry partners through JICWEBS to reduce the discrepancies between different viewability measurement suppliers to introduce more consistency and certainty to the market. This, along with other developments such as mobile viewability, is an ongoing project but we think this joined up approach is the right way to address this topic. Getting to grips with viewability issues can seem a bit daunting, but if you want to find out more then these two links provide lots of useful information https://jicwebs.org/current-priorities/viewability-agreed-principles and https://iabuk.net/disciplines/display-advertising/viewability

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