42% of UK display ads were not seen in Q2 2018

A new report from Meetrics has revealed that viewability rates for display campaigns in the UK in Q2 2018 decreased by -1% from Q1 to 58%, which is lower than the international rate of 61%.

However, the view time in the UK compares favourably internationally. On average, a seen ad is viewable for around 26.2 seconds – almost five seconds more than the international average.

“The UK market has historically been in last place for viewability, but optimisation measures are finally taking effect,” said Philioo Von Hilgers, managing director and co-founder of Meetrics.

“Viewability levels for display are stabilising, and values are improving over the long-term. Nevertheless, the UK still has work to do to catch up with performance rates internationally.”

In comparison to other markets, the UK still ranks in the lower half of the table, with Austria maintaining the highest viewability rate at 73%, followed by Sweden at 64%.

However, Meetrics’ findings also reveal that the UK records higher figures than Sweden in terms of halfpage ad viewability at 64% (23.9 seconds) compared to 57% (22.8 seconds).