New metrics increase the significance of video KPIs and the success of multimedia advertising campaigns.

Berlin, August 24th, 2021 – The leading European Ad Verification provider expands its viewability technology with innovative viewability definitions called Advanced Video Metrics. The new metrics record to which extend video ads are viewable, audible and thus effective.

Now the quality standards for viewable impressions can accurately reflect the conditions of a successful advertising touchpoint – even if these requirements strongly exceed international market standards.

“The ad industry still spends a lot of time and effort on meaningless indicators and reports. This is particularly true for video advertising. Video Completion Rates give little insight into the ad effectiveness and real success of a campaign. There’s a clear imbalance between advertising efforts and control capabilities.” explains Philipp von Hilgers , Co-Founder and Managing Director, Meetrics.

Meetrics new Advanced Video Metrics can be used across the entire open web as well as on platforms of selected partners such as YouTube. This means that in future both the threshold for the visible advertising space and the time-on-screen can be freely selected. For each video ad playback, Meetrics reports whether the ad was played audible, viewable and in full length. In addition, care is taken to ensure that the entire image area, rather than just a fraction, is visible for a sufficient length of time to create an advertising effect. Viewability classes are added to visualise the development of viewability rates over the course of the ads duration.

“Our Advanced Video Metrics enable our customers to not only benchmark their performance against international averages but also tailor their verification criteria to their campaign goals and creatives.” adds Max von Hilgers , Co-Founder and Managing Director, Meetrics.

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Berlin, August 2nd, 2021 – Meetrics, the leading European Ad Verification provider, brings on well-known media expert. The Berlin-based marketing specialist will in future be responsible for acquiring new customers and looking after the company’s existing clients in Germany, Austria and Switzerland.

Meetrics is advocating for transparency and actively involved in creating standards on the digital advertising market. The company’s core markets are leading the European average in placement quality and technological adoption. In his new role, Paroubek will further drive this innovative spirit.

“Meetrics cutting-edge technology and best-in-class customer service helps brands to improve the efficiency of digital advertising and fine-tune strategies for mitigating brand risk.” states Patrik Paroubek, Senior Sales Manager DACH, Meetrics. “As Video Viewability, Brand Safety and Audience Verification are increasingly vital to digital advertising campaigns, Meetrics plays a vital role in the industry effort towards more transparency and standardisation.”

„The DACH countries are important markets for digital advertising with an already strong adoption of verification solutions. With Patrik, we gained another industry expert for our sales team, who will optimally attend to these markets with great passion.” said Manuel Koubek , Commercial Director, Meetrics.

Patrik has been working in the industry for over 20 years; among others for Social Blue, Oracle and Ströer.

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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.

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