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.

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Hubert Świtalski, Country Manager of the Meetrics company in Poland, will be promoted to the position of Regional Manager CEE – he will be responsible for the development of the Meetrics business in all Central and Eastern European markets.

Berlin, April 12th, 2021 – Hubert Świtalski, Country Manager of Meetrics for Poland, will be promoted to the position of Regional Manager CEE. He will be responsible for business development in fast-growing European advertising markets, for customer acquisition as well as for fostering existing relationships to advertisers and media publishers alike. Hubert Świtalski also maintains his position in Meetrics Poland since 2019 and continues his involvement in local and international industry organisations.

„Hubert has pushed for the adoption of good advertising practices as our Country Manager Poland since 2019. We see high growth in digital ad markets across Central and Eastern Europe. To support these media buyers, we draw on his considerable expertise and are happy to see the team grow” said Manuel Koubek, Commercial Director / Member of Managing Board, Meetrics.

Hubert Świtalski became the Country Manager of Meetrics Poland in 2019. He moved to Meetrics from Polsat Media where he managed the AdTube team. Hubert has been working in the industry for 12 years, started his career in 2009; before Polsat Media he worked among others in Agora (as Agency Group Head) and Stroer Media (as Agency Sales Deputy Director).

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The average viewability rate of video ads dropped significantly in the last quarter. Meanwhile, display ad viewability remained largely unchanged.

Berlin, January 18th, 2021 – Towards the end of a turbulent year of crisis, the international average video viewability rate fell below 90 percent to now 86 percent. Display ads have again been slightly less visible than in 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. 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.

“Even though media usage rose in 2020, placements with high viewability rates were still in short supply. A substantial amount of video ads being placed in non-premium inventory leaving some advertiser’s expectations unmet during the end-of-year rush. If brand campaigns shall reliably deliver their ad messaging in times of a strong demand for media inventory, then ad verification methods need to be amplified accordingly” explains Philipp 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.

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