Viewability appears to be worsening; the percentage of ads deemed viewable in Europe fell from 63% in Q3 to 58% in Q4 2015, according to Meetrics. In a study with IPG Media, analysts at Integral Ad Science found ad recall increases to 38 percent when a display ad is in view for seven seconds. The industry standards from the Interactive Advertising Bureau and Media Rating Council states an ad is technically viewable if it is in 50% view for longer than a second. In addition, there are concerns about how advertisers will use these new tools as they try to reach consumers who have never used them before. is higher than in Germany or Austria, and the UK has the worst viewability figures as only 50% of display ads were deemed viewable in Q4 2015. In addition to this, HTML5 ads require longer loading times, which means that fewer ads are seen as users scroll down before the ad can load. However, to guarantee viewability advertisers will need to pay more.
Viewability appears to be worsening; the percentage of ads deemed viewable in Europe fell from 63% in Q3 to 58% in Q4 2015, according to Meetrics. The industry standards from the Interactive Advertising Bureau and Media Rating Council states an ad is technically viewable if it is in 50% view for longer than a second. In addition, there are concerns about how advertisers will use these new tools as they try to reach consumers who have never used them before. is higher than in Germany or Austria, and the UK has the worst viewability figures as only 50% of display ads were deemed viewable in Q4 2015. In addition to this, HTML5 ads require longer loading times, which means that fewer ads are seen as users scroll down before the ad can load. However, to guarantee viewability advertisers will need to pay more.