The average viewability rate of display and video ads fell further in the second quarter. Video advertising was over 10 percent points less viewable compared to the same period last year.
Berlin, July 20th, 2021 - The viewability rate of display ads dropped by 4 points to now 57 percent in the second quarter. Equally, video ads were less visible with an average viewability rate of 79 percent. 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.
"With the economy picking up, the pressure on the quality of digital ad placements has increased. This quarter, our Viewability Benchmarks record lows that may usually only occur at the end of the year.” explains Philipp von Hilgers, Managing Director and Co-Founder of Meetrics. “Those who wish to fully convey their advertising message under these conditions should adapt their ad verification measures accordingly.”
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.