The viewability rates of display formats rise both in Germany as well as internationally. This is a consequence of altered media consumption patterns during the COVID-19 crisis. Video advertising viewability remains unchanged.
Berlin, July 13th, 2020 – Display campaigns benefit from the less-demanded supply of long and well-visible ad placements. 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 previous months had massive effects on the quality of advertising. The decreased demand for ad space at a heightened media usage facilitated improvements in ad placement quality more than ever. Our benchmark report offers important data fundamental to reaching optimal results in the deciding, third quarter.” 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 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.