A total of 51% of UK online ads do not reach the online ads viewability recommendations set out by the IAB and Media Ratings Council, according to Meetrics' Q3 viewability report. The UK is the worst performer compared to Germany, France and Austria, and £ 615m is "wasted annually on non-viewable banner ads alone", said Anant Joshi, Meetrics' director of international business. In a statement, an Ofcom spokesperson said: "We are aware that some advertisers have been using misleading language in their advertising for years
A total of 51% of UK online ads do not reach the online ads viewability recommendations set out by the IAB and Media Ratings Council, according to Meetrics' Q3 viewability report. The UK is the worst performer compared to Germany, France and Austria, and £615m is "wasted annually on non-viewable banner ads alone", said Anant Joshi, Meetrics' director of international business. Video ads perform better, retaining 68% viewability with over 50% in view for at least two seconds.