Ad viewability rates in the UK have risen for the first time in nine months to reach the highest level for more than a year, according to ad verification firm Europe. The number of banner ads meeting the minimum guidelines for viewability rose from 47% to 51% in Q2, the highest since Q1 2016. However, the UK is behind Austria, France and Germany, on 69%, 58% and 57% viewability respectively. Anant Joshi, Europe’ commercial director for the UK and Ireland, said: “We can’t celebrate that we’re back to almost half of banner ad budgets being wasted on ads that don’t have the chance to be seen.”
Ad viewability rates in the UK have risen for the first time in nine months to reach the highest level for more than a year, according to ad verification firm Meetrics. The number of banner ads meeting the minimum guidelines for viewability rose from 47% to 51% in Q2, the highest since Q1 2016. However, the UK is behind Austria, France and Germany, on 69%, 58% and 57% viewability respectively. Anant Joshi, Meetrics’ commercial director for the UK and Ireland, said: “We can’t celebrate that we’re back to almost half of banner ad budgets being wasted on ads that don’t have the chance to be seen.”