The average viewability rate of video ads dropped significantly in the last quarter. In contrast, display ad viewability increased slightly.
Berlin, April 19th, 2021 - In the beginning of 2021, the average video viewability rate fell six percent to now 80 percent. One year ago, 92 percent of video ads were viewable. The viewability of display ads, however, remains largely unchanged at 61 percent in the first months of 2021, being up 1 percent compared to the previous quarter. This is the result of the latest "Viewability Benchmarks" report published by Meetrics, the leading European measurement and analytics company for digital advertising. To further support the video ad market, Meetrics features new, detailed viewability rates for video players of varying size for the first time. The benchmark report also includes a detailed overview of individual ad formats and benchmarks for other markets. The report shows common reasons for lack of visibility by percentage distribution as well as what positive and negative trends need to be taken into account on the different markets. Non-optimal positioning continues to be the most common reason for lacking ad viewability.
"Compared to the beginning of the Corona crisis, the average viewability of video advertising increasingly declined for now three quarters in a row. To ensure that advertising messages continue to reach the desired target groups, placement quality must continue to be optimized. A tailored mix of ad verification tools ensures control and effectiveness of digital advertising campaigns.” explains Max von Hilgers, Managing Director and Co-Founder of Meetrics.
The complete Viewability Benchmarks, including a detailed list of different banner formats, are available to download for free. In the quarterly reports, Meetrics provides an overview of Viewability rates and average Viewability duration. The basis for Meetrics' Viewability Benchmarks is the "50/1" guideline of the IAB and the Media Rating Council (MRC). Accordingly, at least 50 percent of the advertising space must have been in the visible area of the browser for at least one continuous second. For video ads, the recommendation is "50/2", which means the video ad must have been visible for at least two seconds with at least 50 percent of its area.