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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Berlin 02.11.2020 – Brand safety has become a top priority for advertisers globally. Especially in the age of digital and programmatic advertising, brands often lack the ability to control where on the internet their ads appear ⁠—  and the necessary background information to decide if the websites are appropriate for their brand to be associated with. The biggest problem is posed by websites that peddle misinformation. Current technology using Artificial Intelligence is able to detect some types of inappropriate content, but it continues to prove unable to detect and filter out hoax and other misinformation sites, the way that trained humans can.   

That is why Meetrics, the leading European ad verification provider, and NewsGuard, a company that evaluates and rates the credibility and transparency of news and information websites, have partnered up to offer an innovative solution. Unlike services that rely only on Artificial Intelligence, NewsGuard’s unique database is created by trained journalists all over the world who are able to detect disinformation and misinformation using human intelligence instead of an algorithm. Combined with Meetrics’ in-depth analytics capabilities, this will provide advertisers with the necessary tools to effectively protect their brands from misinformation campaigns, and instead focus their ad campaigns on reliable news sites. 

To do so, Meetrics has integratedNewsGuard’s database ⁠— containing more than 6,000 website ratings and related metadata ⁠— into its service. Advertisers can now avoid ad placements on websites that the team of trained, professional journalists at NewsGuard has identified as unreliable sources. Most important, this allows advertisers to respond to the pressing issue of misinformation around the COVID-19 pandemic, and avoid giving money to websites that spread such potentially dangerous false claims, while supporting legitimate news publishers. Since the beginning of 2020, NewsGuard has catalogued 350 websites that spread coronavirus misinformation — and more are added almost every day.

“The level of disinformation on some websites reached an extent that demanded immediate action. For example, when recommendations are made in connection with COVID-19 that may cause long-lasting and severe health defects, and are strongly warned against by officials. Advertisers risk unknowingly placing their ads on such websites, and unwillingly endangering the consumers’ trust in their brand,” says Philipp von Hilgers, Co-Founder and Managing Director of Meetrics, adding: “The partnership with NewsGuard provides Meetrics with the necessary, clear-cut data to restrict and control ad placement via its own technology. That way advertisers can now rely on a solution that not only protects them from massive damages to their brand reputation, but also allows them to continue advertising on credible news sites, i.e. an environment that promises enormous reach and is highly regarded by users.

NewsGuard’s dataset contains all the news and information websites that cover 95% of social media interactions with news content in the USA, UK, Germany, France and Italy. It also provides insights into various categories of misinformation,  including health-related misinformation, but also  political and other  conspiracy theories and hoaxes ⁠— enabling advertisers to precisely target their campaigns, and to avoid particular types of unreliable websites.

“Our partnership with Meetrics will allow brands and agencies across Europe to use NewsGuard’s data with greater ease and flexibility,” said Anna-Sophie Harling, Managing Director of Europe at NewsGuard. “Together, we can work to fund credible news operations while driving advertising spend away from disinformation websites.”

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The viewability rates of display formats continued to rise in Germany but fell internationally. The international average for video advertising viewability remained high.

Berlin, October 12th, 2020 – After an increase in the first half of the year, video viewability rates remained high at 90 percent. Meanwhile, the average viewability of display advertising has dropped to 61 percent internationally. 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.

“The average video viewability is higher in comparison to display ads but differences in quality persist especially among video ad placements. These differences cannot be identified by observing video completion rates alone. The viewability must be measured over the full duration of the video in order to assure that the advertising message was effectively and reliably delivered.” 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 percentage 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 percentage of its area.

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