UK advertising viewability levels are at their highest since Q2 2014, according to a new report by mobile ad verification firm Meetrics.
The research found that the number of banner ads served during Q4 2017 increased to 56%, up from 52% in the previous quarter. Banner ads are herein defined as those which meet minimum viewability guidelines.
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Viewable ads are those which meet IAB and Media Ratings Council recommendations that at least 50% of an ad is in view for at least one second.
The average time a UK ad was in view increased by 15% to 24.3 seconds. Arguably, this could point to an increase in advertising given that viewability measurements do not verify that an ad was actually viewed.
Although the UK usually lags behind other European countries in terms of viewability, the latest figures are making it look more comparable.
The country has now overtaken Switzerland (48%) and Poland (50%). The UK however still ranks behind Germany (55%), Austria (67%) and Italy (63%), France (62%) and Sweden (61%).
“Despite previous, albeit small, jumps, we’ve been cautious about being too positive but yet another rise, the joint biggest we’ve seen in consecutive quarters, suggests the battle is being won,” said Philipp von Hilgers, Meetrics’ CEO and Co-Founder. “The jump is particularly impressive as in most markets viewability drops in the final quarter due to higher activity – driven by Christmas – which leads to lower quality placements resulting in lower viewability, so the UK has done very well to override this trend.”