The level of online ad viewability in the UK rose 3% to 52% in the third quarter of 2015, according to ad verification company Meetrics; however, an estimated £1 billion a year is still spent on unseen ads.
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Alongside easing revisions to marketing budgets, optimism regarding marketers’ wider industry financial prospects continued to wane in the third quarter of 2015.
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Mobile spend was up 51% in the first half of 2015 to account for almost 80% of the rise in digital ad revenues, according to the latest forecast from the IAB and PwC.
Kantar Media’s Alex Kuhnel says that despite the hysteria, programmatic has done great things for the industry – and will continue to do so.
VisualDNA’s Jim Hodgkins says brands are unlikely to invest more money online unless they can find better ways to use data to serve ads.