Ad viewability hits 3½-year high
UK ad viewability levels have hit their highest level since the second quarter of 2014, according to the latest quarterly benchmark report from ad verification company Meetrics. In the final quarter of 2017, the proportion of banner ads served that met minimum viewability guidelines rose from 52% to 56% – the first time levels have risen for three consecutive quarters.
The UK, which traditionally lags far behind the other seven European countries in which Meetrics measures viewability, is starting to look more comparable: it has overtaken both Switzerland (48%) and Poland (50%) and is only just behind Germany (55%). Austria (67%) leads the way followed by Italy (63%), France (62%) and Sweden (61%).