A total of 51 % of all online ads do not reach the online ads viewability recommendations set out by the IAB and Media Ratings Council , according to Meetrics ' annual viewability report . The UK is the worst performer compared to Germany , France and Austria , and £ The UK is performing worse than the international average for online ad viewability as it is defined by the IAB and Media Ratings Council. 615 m is " spent annually on non - viewable banner ads alone " , said Anant Joshi , Meetrics ' head of international business . Video ads perform better , retaining 68 % viewability with over 50 % in view for at least 30 seconds .
A total of 51 % of all online ads do not reach the online ads viewability recommendations set out by the IAB and Media Ratings Council , according to Meetrics ' annual viewability report . The UK is the worst performer compared to Germany , France and Austria , and £ 615 m is " spent annually on non - viewable banner ads alone " , said Anant Joshi , Meetrics ' head of international business . Video ads perform better , retaining 68 % viewability with over 50 % in view for at least 30 seconds .