Advertising viewability in UK skyrockets, but remains below other European markets

UK ad viewability is at an all-time high since Q2 2014, according to the latest Q1 2018 benchmark report from Meetrics, the ad verification company. During Q1 2018, the proportion of banner ads served to meet minimum viewability standards increased from 56% to 59%.

Although the increase is considerable, the UK only ranked fifth among the seven European countries measured. Austria led at 71%, followed by Sweden (65%), Italy and Germany (both 64%) and France (60%). Meanwhile, Switzerland ranked lowest at 50% display viewability.

“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.”

According to Meetrics, ads are considered viewable when they meet the Interactive Advertising Bureau (IAB) and Media Ratings Council’s recommendation that at least 50% of an ad is in view for a minimum of one second.