According to a new Viewability Benchmark report from advertising vertification firm Meetrics, just 49% of online adverts on mobile and desktop in the UK during Q3 2016 were viewable.
Meetrics defined viewable according to the IAB and Media Ratings Council definition, which states that ads need to be at least 50% in view for at least one second to be counted as viewable.
Whilst the benchmark was slightly higher than earlier this year (47%), the UK still scores below the international average of 56%.
In Germany, viewability rates jumped to 59% and in France to 60%. Austria demonstrated even higher viewability rates at 69%.
Anant Joshi, Director of International Business, Meetrics, explains:
“To be honest, due to the attention and initiatives focused on addressing viewability, we’d expected a bigger improvement in the UK in the third quarter. However, it seems that these efforts only just outweigh the impact of programmatic ad delivery and the amount of ad re-loading done by publishers to boost inventory levels. It’s still translating into about £615m wasted annually on non-viewable banner ads alone.”
Viewability levels across video adverts did slightly better at 68%, measured against a 50% in view for two seconds ratio. However, Joshi cautions that that measure is not quite enough for meaningful impact. Indeed, he adds that 10 seconds of view time would be a better minimum measure. Here, viewability rates tend to drop to 30%.