VIEWABILITY BENCHMARK REPORT Q4 / 2019 - Meetrics...For the video ads the recommended definition is...
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VIEWABILITY BENCHMARK REPORT Q4 / 2019
Transcript of VIEWABILITY BENCHMARK REPORT Q4 / 2019 - Meetrics...For the video ads the recommended definition is...
VIEWABILITY BENCHMARK REPORT
Q4 / 2019
meetrics.com/benchmark-reports/
Once every three month we, Meetrics, publish our Benchmark Report. It contains statements about the rate and duration of the viewability of digital advertisements for different European markets and internationally for the previous quarter. Since 2014 we publish the viewability trends in the Meetrics Benchmark Report.
The Meetrics Benchmarks are based on several billion impressions. Each quarter, a representative sample is used to calculate the Meetrics Benchmarks for different markets, devices and most common formats. Our Data Analysis team is running a rigorous set of tests to ensure a high standard for the processed data. The Meetrics Benchmarks are based on the international recommended minimum standard from IAB and MRC for display and video formats.
ABOUT MEETRICSSince 2008, Meetrics has provided solutions to enhance the quality of online marketingand contributes to a more transparent and effective digital ecosystem. In addition tomeasuring the visibility of online ads, Meetrics provides control over advertisingenvironments, audiences, and protection against fraudulent ad placements. Meetrics isthe first European company to be accredited by the most relevant industry body, theMedia Rating Council, for Sophisticated Fraud Detection, Mobile Web and Viewabilitymeasurements for display and video. Leading global companies like Google andFacebook trust Meetrics‘ products and services.
VIEWABILITY BENCHMARKS
VIEWABILITY BENCHMARKS
Viewability 58% (Q3: 58%)
Display
Viewable Viewtime 19.4 sec (Q3: 18.5 sec)
International Q4/2019The data is based on Ad Impressions that met the definition of Viewability from the Media Rating Council and IAB: At least 50% of the surface of an online ad have to appear in the visible area of the browser for at least 1 second (50%/1s). For the video ads the recommended definition is 50% and 2 seconds. Ad Impressions that have been triggered by fraudulent activities were excluded from the benchmark.
Viewability 83% (Q3: 83%)
Video
Viewable Viewtime 20.0 sec (Q3: 21.3 sec)
Reasons for Non-Viewability (Display)
Hidden on Page
14%
37%
Other
Too Little Area
Below the Fold
Right of Viewport
3%
0%
13% Above Highest Position
Inactive Tab12%
0% Left of Viewport
20% Too Short Time
Halfpage Ad (300x600)
70% 29.4 sec
Skyscraper (160x600)
70% 27.2 sec
Billboard (970x250)
53% 14.8 sec
Leaderboard (728x90)
48% 16.1 sec
MPU (300x250)
56% 19.4 sec
VIEWABILITY BENCHMARKS
International Q4/2019Display Desktop
The data is based on Ad Impressions that met the definition of Viewability from the Media Rating Council and IAB: At least 50% of the surface of an online ad have to appear in the visible area of the browser for at least 1 second (50%/1s). Ad Impressions that have been triggered by fraudulent activities were excluded from the benchmark.
Viewability 64% (Q3: 62%)
Viewable Viewtime 24.5 sec (Q3: 23.7 sec)
MPU (300x250)
45% 11.7 sec
Mobile Banner 6:1 (320x50)
51% 18.3 sec
Halfpage Ad (300x600)
49% 21.7 sec
Interstitial (320x480)
60% 31.4 sec
Mobile Banner 2:1 (300x150)
35% 9.6 sec
VIEWABILITY BENCHMARKS
International Q4/2019Display Mobile
The data is based on Ad Impressions that met the definition of Viewability from the Media Rating Council and IAB: At least 50% of the surface of an online ad have to appear in the visible area of the browser for at least 1 second (50%/1s). Ad Impressions that have been triggered by fraudulent activities were excluded from the benchmark.
Viewability 53% (Q3: 53%)
Viewable Viewtime 13.7 sec (Q3: 12.7 sec)
(Mobile Web & In-App)
VIEWABILITY BENCHMARKS
Austria Q4/2019The data is based on Ad Impressions that met the definition of Viewability from the Media Rating Council and IAB: At least 50% of the surface of an online ad have to appear in the visible area of the browser for at least 1 second (50%/1s). Ad Impressions that have been triggered by fraudulent activities were excluded from the benchmark.
Viewability 69% (Q3: 68%)
Display
Viewable Viewtime 32.1 sec (Q3: 30.1 sec)
Reasons for Non-Viewability (Display)
Hidden on Page
18%
36%
Other
Too Little Area
Below the Fold
Right of Viewport
1%
1%
9% Above Highest Position
Inactive Tab14%
0% Left of Viewport
20% Too Short Time
Halfpage Ad/Sitebar (300x600)
79% 32.5 sec
Skyscraper (160x600)
88% 33.8 sec
Medium Rectangle (300x250)
72% 27.4 sec
Billboard (970x250)
58% 10.6 sec
Superbanner (728x90)
66% 16.0 sec
VIEWABILITY BENCHMARKS
Austria Q4/2019Display Desktop
Viewability 84% (Q3: 84%)
Viewable Viewtime 35.6 sec (Q3: 34.1 sec)
The data is based on Ad Impressions that met the definition of Viewability from the Media Rating Council and IAB: At least 50% of the surface of an online ad have to appear in the visible area of the browser for at least 1 second (50%/1s). Ad Impressions that have been triggered by fraudulent activities were excluded from the benchmark.
Halfpage Ad/Sitebar (300x600)
61% 31.0 sec
Medium Rectangle (300x250)
50% 14.1 sec
Mobile Banner 6:1 (320x50)
69% 20.0 sec
Interstitial (320x480)
57% 32.4 sec
Skyscraper (160x600)
73% 28.9 sec
Superbanner (728x90)
59% 15.6 sec
VIEWABILITY BENCHMARKS
Austria Q4/2019Display Mobile
The data is based on Ad Impressions that met the definition of Viewability from the Media Rating Council and IAB: At least 50% of the surface of an online ad have to appear in the visible area of the browser for at least 1 second (50%/1s). Ad Impressions that have been triggered by fraudulent activities were excluded from the benchmark.
Viewability 58% (Q3: 55%)
Viewable Viewtime 28.1 sec (Q3: 25.1 sec)
(Mobile Web & In-App)
VIEWABILITY BENCHMARKS
Viewability 53% (Q3: 56%)
Display
Viewable Viewtime 27.3 sec (Q3: 33.6 sec)
France Q4/2019The data is based on Ad Impressions that met the definition of Viewability from the Media Rating Council and IAB: At least 50% of the surface of an online ad have to appear in the visible area of the browser for at least 1 second (50%/1s). For the video ads the recommended definition is 50% and 2 seconds. Ad Impressions that have been triggered by fraudulent activities were excluded from the benchmark.
Viewability 68% (Q3: 71%)
Video
Viewable Viewtime 20.3 sec (Q3: 18.5 sec)
Reasons for Non-Viewability (Display)
Hidden on Page
11%
46%
Other
Too Little Area
Below the Fold
Right of Viewport
1%
0%
7% Above Highest Position
Inactive Tab25%
0% Left of Viewport
11% Too Short Time
Grand Angle (300x600)
55% 23.2 sec
MPU (300x250)
60% 22.4 sec
VIEWABILITY BENCHMARKS
France Q4/2019
The data is based on Ad Impressions that met the definition of Viewability from the Media Rating Council and IAB: At least 50% of the surface of an online ad have to appear in the visible area of the browser for at least 1 second (50%/1s). Ad Impressions that have been triggered by fraudulent activities were excluded from the benchmark.
Display Desktop
Leaderboard (728x90)
54% 20.0 sec
Viewability 57% (Q3: 61%)
Viewable Viewtime 30.7 sec (Q3: 36.4 sec)
Grand Angle (300x600)
48% 22.4 sec
MPU (300x250)
34% 12.4 sec
Leaderboard (728x90)
65% 20.8 sec
VIEWABILITY BENCHMARKS
France Q4/2019
The data is based on Ad Impressions that met the definition of Viewability from the Media Rating Council and IAB: At least 50% of the surface of an online ad have to appear in the visible area of the browser for at least 1 second (50%/1s). Ad Impressions that have been triggered by fraudulent activities were excluded from the benchmark.
Display Mobile
Viewability 47% (Q3: 45%)
Viewable Viewtime 20.6 sec (Q3: 27.8 sec)
(Mobile Web & In-App)
VIEWABILITY BENCHMARKS
Viewability 55% (Q3: 58%)
Display
Viewable Viewtime 23.3 sec (Q3: 23.1 sec)
Germany Q4/2019The data is based on Ad Impressions that met the definition of Viewability from the Media Rating Council and IAB:At least 50% of the surface of an online ad have to appear in the visible area of the browser for at least 1 second (50%/1s). For the video ads the recommended definition is 50% and 2 seconds. Ad Impressions that have been triggered by fraudulent activities were excluded from the benchmark.
Viewability 92% (Q3: 91%)
Video
Viewable Viewtime 20.2 sec (Q3: 18.2 sec)
Reasons for Non-Viewability (Display)
Hidden on Page
10%
38%
Too Little Area
Below the Fold
Right of Viewport
1%
1%
19% Above Highest Position
Inactive Tab18%
0% Left of Viewport
13% Too Short Time
VIEWABILITY BENCHMARKS
Germany Q4/2019
The data is based on Ad Impressions that met the definition of Viewability from the Media Rating Council and IAB: At least 50% of the surface of an online ad have to appear in the visible area of the browser for at least 1 second (50%/1s). Ad Impressions that have been triggered by fraudulent activities were excluded from the benchmark.
Display Desktop
Viewability 63% (Q3: 64%)
Viewable Viewtime 28.3 sec (Q3: 27.6 sec)
Halfpage Ad/Sitebar (300x600)
69% 26.0 sec
Skyscraper (160x600)
69% 25.9 sec
Medium Rectangle (300x250)
51% 19.2 sec
Billboard (970x250)
55% 14.6 sec
Superbanner (728x90)
46% 15.5 sec
Half Page Ad/Sitebar (300x600)
42% 14.9 sec
Medium Rectangle (300x250)
40% 11.3 sec
Interstitial (320x480)
64% 34.9 sec
Mobile Banner 6:1 (320x50)
50% 17.6 sec
VIEWABILITY BENCHMARKS
Germany Q4/2019
The data is based on Ad Impressions that met the definition of Viewability from the Media Rating Council and IAB: At least 50% of the surface of an online ad have to appear in the visible area of the browser for at least 1 second (50%/1s). Ad Impressions that have been triggered by fraudulent activities were excluded from the benchmark.
Display Mobile
Viewability 46% (Q3: 50%)
Viewable Viewtime 16.2 sec (Q3: 16.6 sec)
(Mobile Web & In-App)
Mobile Banner 2:1 (300x150)
34% 9.7 sec
VIEWABILITY BENCHMARKS
Viewability 54% (Q3: 56%)
Display
Viewable Viewtime 17.5 sec (Q3: 16.5 sec)
Poland Q4/2019The data is based on Ad Impressions that met the definition of Viewability from the Media Rating Council and IAB: At least 50% of the surface of an online ad have to appear in the visible area of the browser for at least 1 second (50%/1s). For the video ads the recommended definition is 50% and 2 seconds. Ad Impressions that have been triggered by fraudulent activities were excluded from the benchmark.
Viewability 74% (Q3: 69%)
Video
Viewable Viewtime 15.9 sec (Q3: 16.5 sec)
Reasons for Non-Viewability (Display)
Hidden on Page
12%
50%
Too Little Area
Below the Fold
Right of Viewport
1%
0%
15% Above Highest Position
Inactive Tab8%
0% Left of Viewport
14% Too Short Time
VIEWABILITY BENCHMARKS
Poland Q4/2019
The data is based on Ad Impressions that met the definition of Viewability from the Media Rating Council and IAB: At least 50% of the surface of an online ad have to appear in the visible area of the browser for at least 1 second (50%/1s). Ad Impressions that have been triggered by fraudulent activities were excluded from the benchmark.
Display Desktop
Viewability 56% (Q3: 59%)
Viewable Viewtime 21.5 sec (Q3: 20.2 sec)
Halfpage Ad (300x600)
64% 31.1 sec
Skyscraper (160x600)
74% 26.2 sec
Billboard (750x200)
54% 13.7 sec
MPU (300x250)
59% 22.2 sec
Billboard (750x300)
52% 13.7 sec
MPU (300x250)
54% 11.3 sec
Mobile Banner 6:1 (320x50)
75% 39.6 sec
Halfpage Ad (300x600)
40% 15.6 sec
Mobile Banner 3:1 (300x100)
56% 28.9 sec
Billboard (750x200)
60% 20.3 sec
VIEWABILITY BENCHMARKS
Poland Q4/2019
The data is based on Ad Impressions that met the definition of Viewability from the Media Rating Council and IAB: At least 50% of the surface of an online ad have to appear in the visible area of the browser for at least 1 second (50%/1s). Ad Impressions that have been triggered by fraudulent activities were excluded from the benchmark.
Display Mobile
Viewability 53% (Q3: 52%)
Viewable Viewtime 13.6 sec (Q3: 11.6 sec)
(Mobile Web & In-App)
VIEWABILITY BENCHMARKS
Viewability 58% (Q3: 55%)
Display
Viewable Viewtime 11.9 sec (Q3: 11.8 sec)
Sweden Q4/2019The data is based on Ad Impressions that met the definition of Viewability from the Media Rating Council and IAB: At least 50% of the surface of an online ad have to appear in the visible area of the browser for at least 1 second (50%/1s). Ad Impressions that have been triggered by fraudulent activities were excluded from the benchmark.
Reasons for Non-Viewability (Display)
Hidden on Page
18%
36%
Too Little Area
Below the Fold
Right of Viewport
8%
0%
5% Above Highest Position
Inactive Tab4%
0% Left of Viewport
29% Too Short Time
VIEWABILITY BENCHMARKS
Sweden Q4/2019The data is based on Ad Impressions that met the definition of Viewability from the Media Rating Council and IAB: At least 50% of the surface of an online ad have to appear in the visible area of the browser for at least 1 second (50%/1s). Ad Impressions that have been triggered by fraudulent activities were excluded from the benchmark.
Viewability 64% (Q3: 61%)
Viewable Viewtime 15.2 sec (Q3: 15.3 sec)
Display Mobile (Mobile Web & In-App)
Viewability 53% (Q3: 50%)
Viewable Viewtime 8.4 sec (Q3: 8.5 sec)
Display Desktop
VIEWABILITY BENCHMARKS
Viewability 58% (Q3: 52%)
Display
Viewable Viewtime 25.1 sec (Q3: 24.0 sec)
Switzerland Q4/2019The data is based on Ad Impressions that met the definition of Viewability from the Media Rating Council and IAB: At least 50% of the surface of an online ad have to appear in the visible area of the browser for at least 1 second (50%/1s). Ad Impressions that have been triggered by fraudulent activities were excluded from the benchmark.
Reasons for Non-Viewability (Display)
Hidden on Page
12%
42%
Too Little Area
Below the Fold
Right of Viewport
3%
0%
10% Above Highest Position
Inactive Tab13%
0% Left of Viewport
20% Too Short Time
VIEWABILITY BENCHMARKS
Switzerland Q4/2019
The data is based on Ad Impressions that met the definition of Viewability from the Media Rating Council and IAB: At least 50% of the surface of an online ad have to appear in the visible area of the browser for at least 1 second (50%/1s). Ad Impressions that have been triggered by fraudulent activities were excluded from the benchmark.
Display Desktop
Viewability 65% (Q3: 56%)
Viewable Viewtime 32.0 sec (Q3: 30.5 sec)
MPU (300x250)
60% 20.5 sec
Halfpage Ad (300x600)
86% 46.6 sec
Half Page Ad (300x600)
61% 14.5 sec
Medium Rectangle (300x250)
46% 13.4 sec
Interstitial (320x480)
57% 8.9 sec
VIEWABILITY BENCHMARKS
Switzerland Q4/2019
The data is based on Ad Impressions that met the definition of Viewability from the Media Rating Council and IAB: At least 50% of the surface of an online ad have to appear in the visible area of the browser for at least 1 second (50%/1s). Ad Impressions that have been triggered by fraudulent activities were excluded from the benchmark.
Display Mobile
Viewability 50% (Q3: 46%)
Viewable Viewtime 13.0 sec (Q3: 13.0 sec)
(Mobile Web & In-App)
CONTACT INFORMATION
Benchmarks Meetrics Team
Meetrics GmbH
Alexanderstraße 7
DE-10178 Berlin
Headquarters Berlin
15/17, Rue Scribe
FR-75009 Paris
Office Paris
Mäster Samuelsgatan 36111 57 [email protected]
Office Stockholm
Schönbrunner Allee 7
AT-1120 Wien
Office Vienna
Grzybowska 52
PL-00-855 Warszawa
Office Warsaw
