Both video and display ads were less visible in the third quarter of 2021. The high volatility of the viewability rates is striking when comparing different advertising formats with each other as well as when looking at ad formats at different time periods.

Berlin, October 20th, 2021 – The viewability rates of ad formats are highly volatile. Depending on the ad type and environment, individual formats become 27 percentage points less visible within a given three month period. This is the result of the latest “Viewability Benchmarks” report published by Meetrics, the leading European measurement and analytics company for digital advertising. The benchmark report also includes a detailed overview of individual display and video ad formats and benchmarks for specific 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. Not enough visible area has become the most common reason for lacking ad viewability before non-optimal positioning.

“Our analysis of viewability trends on the ad formats level revealed that the effectiveness of digital ads is highly fluctuating. These differences increase further across markets and advertising environments.” explains Max von Hilgers, Managing Director and Co-Founder of Meetrics. “If brand advertising is to generate reliable advertising effects, then analyses and optimisation strategies in the area of ad verification must be well implemented in order to keep strong fluctuations in check.”

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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Berlin, August 24th, 2021 – The leading European Ad Verification provider, Meetrics, offers comprehensive Invalid Traffic (IVT) Detection and Filtration solutions used to battle ad fraud online. Meetrics is one of the first companies worldwide who developed processes to immediately address new invalid traffic scenarios as they emerge – making Meetrics’ Ad Fraud Prevention one of the most future-proof solutions on the market – processes which have been inspected by auditors for the leading industry body, the Media Rating Council (MRC), and found to conform to the requirements of their latest Invalid Traffic Addendum.

“This updated addendum is setting new standards for IVT detection and filtration solutions.  As one of the first companies worldwide to protect advertiser budgets from fraudsters, Meetrics is continuously innovating upon its Ad Fraud Detection and Prevention to cover the increasingly fast expanding array of inventories and environments. I’m delighted to see the steps we have taken to comply with the new IVT requirements being recognised by the MRC.” explains Meetrics Managing Director Philipp von Hilgers.

The MRC defines Invalid Traffic generally as traffic or associated media activity that does not meet certain quality or completeness criteria, or otherwise does not represent legitimate traffic that should be included in measurement counts. Among the reasons why traffic may be deemed invalid is that it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce IVT.

This Invalid Traffic Addendum marks the first comprehensive overhaul since the creation of these standards and includes a number of important additions and revisions to the MRC’s previous IVT guidance. As such, Sophisticated Invalid Traffic (SIVT) has been delineated into 15 specific areas which are already covered by Meetrics technology.

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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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