London, 23 July 2018 – Meetrics’ latest Viewability Benchmarks show that viewability rates for display campaigns maintained the same level as Q1. Values for banner advertising decreased by one percentage point to 58% in the same period.

Philipp von Hilgers, Managing Director and Co-Founder of Meetrics said: “The UK market has historically been in last place for viewability, but optimization measures are finally taking effect. Viewability levels for display are stabilizing, and values are improving over the long-term. Nevertheless, the UK still has work to do to catch up with performance rates internationally.

Compared to other markets, the UK still ranks in the lower half of the table. The best viewability rate was measured in the Austrian market at 73%, followed by Sweden at 64%. The international average was 61% in Q2 2018.

UK consumers view display ads for five seconds more than the international average
The view time in the UK compares favorably internationally. On average, a seen ad is viewable for around 26.2 seconds. That’s almost five seconds more than the international average.

The complete Viewability Benchmarks, including a detailed list of different banner formats, are available to download free at 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). At least 50% 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 viewable for at least two seconds with at least 50% of its area.

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Meetrics’ Ad Attention Solution now Provides Viewability Metrics for YouTube Ads

Meetrics announces Viewability metrics reporting for YouTube across all devices

25th June 2018 – Meetrics today announced the introduction of viewability metrics reporting for YouTube Ads and Google Video Partners (GVP) across all devices. By leveraging its partnership with Google, Meetrics was able to develop a solution underpinned by privacy and security for YouTube’s end users. Viewability metrics play an important role for advertisers in the assessment of media investments.

At launch, Meetrics will offer industry standard viewability Measurement for YouTube video ads (i.e. verification of impressions that have at least 50 percent of its pixels on screen for two or more consecutive seconds). Advanced viewability metrics, including audibility and viewable time on screen, will also soon be made available.

“Meetrics is now able to provide viewability reports for advertisements running on YouTube, which is good news for our advertisers and partners,” said Philipp von Hilgers, Co-Founder and Managing Director at Meetrics.

Google and YouTube continue to work alongside the leading industry bodies on viewability measurement, adding Meetrics as a further partner in this space.

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London, 23th April 2018. UK ad viewability levels have hit their highest level since records began back in the in the second quarter of 2014, according to the latest quarterly benchmark report from ad verification firm Meetrics.

In the first quarter of 2018, the proportion of banner ads served that met minimum viewability guidelines rose from 56% to 59% – the first time levels have risen for four consecutive quarters.

“It’s the highest level since our records began and four straight quarters of growth is a reliable indication the industry’s efforts to tackle viewability are paying off,” said Max von Hilgers, Meetrics’ CEO and co-founder. “Alongside this, campaigns are increasingly being optimised towards viewability and we’ve seen a drop in the number of impressions. This suggests a move towards more careful placements – a case of quality over quantity, not something the industry has historically been renowned for but an encouraging sign for the future.”

However, despite the rise, the UK still only ranks fifth among the seven other European countries in which Meetrics measures viewability. Austria (71%) leads the way while Switzerland is bottom (50%).

Ads are deemed viewable if the meet the IAB and Media Ratings Council’s recommendation that 50% of the ad is in view for at least one second.

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