viewability benchmark report q1 / 2020 · international q1/2020 the data is based on ad impressions...
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VIEWABILITY BENCHMARK REPORT
Q1 / 2020
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 60% (Q4: 58%)
Display
Viewable Viewtime 18.9 sec (Q4: 19.4 sec)
International Q1/2020The 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% (Q4: 83%)
Video
Viewable Viewtime 23.2 sec (Q4: 20.0 sec)
Reasons for Non-Viewability (Display)
Hidden on Page
17%
41%
Other
Too Little Area
Below the Fold
Right of Viewport
1%
0%
10% Above Highest Position
Inactive Tab10%
0% Left of Viewport
22% Too Short Time
Halfpage Ad (300x600)
70% 29.1 sec
Skyscraper (160x600)
72% 27.8 sec
Billboard (970x250)
55% 14.3 sec
Leaderboard (728x90)
51% 15.5 sec
MPU (300x250)
58% 20.6 sec
VIEWABILITY BENCHMARKS
International Q1/2020Display 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 66% (Q4: 64%)
Viewable Viewtime 23.7 sec (Q4: 24.5 sec)
MPU (300x250)
47% 11.9 sec
Mobile Banner 6:1 (320x50)
57% 16.1 sec
Halfpage Ad (300x600)
56% 24.1 sec
Interstitial (320x480)
63% 27.4 sec
Mobile Banner 2:1 (300x150)
43% 10.0 sec
VIEWABILITY BENCHMARKS
International Q1/2020Display 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 54% (Q4: 53%)
Viewable Viewtime 12.7 sec (Q4: 13.7 sec)
(Mobile Web & In-App)
VIEWABILITY BENCHMARKS
Austria Q1/2020The 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 74% (Q4: 69%)
Display
Viewable Viewtime 34.2 sec (Q4: 32.1 sec)
Reasons for Non-Viewability (Display)
Hidden on Page
16%
39%
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)
78% 35.1 sec
Skyscraper (160x600)
87% 35.5 sec
Medium Rectangle (300x250)
67% 25.1 sec
Billboard (970x250)
66% 12.8 sec
Superbanner (728x90)
60% 16.4 sec
VIEWABILITY BENCHMARKS
Austria Q1/2020Display Desktop
Viewability 85% (Q4: 84%)
Viewable Viewtime 36.2 sec (Q4: 35.6 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.
MPU (300x250)
60% 14.2 sec
Superbanner (728x90)
57% 18.5 sec
Halfpage Ad (300x600)
70% 34.7 sec
Interstitial (320x480)
65% 32.9 sec
Skyscraper (160x600)
74% 31.3 sec
VIEWABILITY BENCHMARKS
Austria Q1/2020Display 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 65% (Q4: 58%)
Viewable Viewtime 32.3 sec (Q4: 28.1 sec)
(Mobile Web & In-App)
VIEWABILITY BENCHMARKS
Viewability 48% (Q4: 53%)
Display
Viewable Viewtime 30.9 sec (Q4: 27.3 sec)
France Q1/2020The 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 71% (Q4: 68%)
Video
Viewable Viewtime 19.3 sec (Q4: 20.3 sec)
Reasons for Non-Viewability (Display)
Hidden on Page
8%
46%
Other
Too Little Area
Below the Fold
Right of Viewport
1%
0%
14% Above Highest Position
Inactive Tab20%
0% Left of Viewport
11% Too Short Time
Grand Angle (300x600)
50% 28.8 sec
MPU (300x250)
50% 27.0 sec
VIEWABILITY BENCHMARKS
France Q1/2020
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)
64% 17.4 sec
Viewability 53% (Q4: 57%)
Viewable Viewtime 30.2 sec (Q4: 30.7 sec)
Grand Angle (300x600)
47% 20.0 sec
MPU (300x250)
42% 23.7 sec
Mobile Banner 6:1 (320x50)
45% 19.7 sec
VIEWABILITY BENCHMARKS
France Q1/2020
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 45% (Q4: 47%)
Viewable Viewtime 31.5 sec (Q4: 20.6 sec)
(Mobile Web & In-App)
VIEWABILITY BENCHMARKS
Viewability 60% (Q4: 55%)
Display
Viewable Viewtime 24.7 sec (Q4: 23.3 sec)
Germany Q1/2020The 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% (Q4: 92%)
Video
Viewable Viewtime 18.4 sec (Q4: 20.2 sec)
Reasons for Non-Viewability (Display)
Hidden on Page
12%
31%
Too Little Area
Below the Fold
Right of Viewport
1%
1%
23% Above Highest Position
Inactive Tab18%
0% Left of Viewport
15% Too Short Time
VIEWABILITY BENCHMARKS
Germany Q1/2020
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 69% (Q4: 63%)
Viewable Viewtime 31.3 sec (Q4: 28.3 sec)
Halfpage Ad/Sitebar (300x600)
73% 28.7 sec
Skyscraper (160x600)
71% 26.3 sec
Medium Rectangle (300x250)
56% 19.1 sec
Billboard (970x250)
54% 13.9 sec
Superbanner (728x90)
50% 15.1 sec
Half Page Ad/Sitebar (300x600)
47% 14.5 sec
Medium Rectangle (300x250)
46% 11.9 sec
Interstitial (320x480)
61% 21.1 sec
Mobile Banner 6:1 (320x50)
56% 15.8 sec
VIEWABILITY BENCHMARKS
Germany Q1/2020
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 51% (Q4: 46%)
Viewable Viewtime 15.7 sec (Q4: 16.2 sec)
(Mobile Web & In-App)
Mobile Banner 2:1 (300x150)
35% 10.8 sec
VIEWABILITY BENCHMARKS
Viewability 48% (Q4: 54%)
Display
Viewable Viewtime 16.4 sec (Q4: 17.5 sec)
Poland Q1/2020The 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 78% (Q4: 74%)
Video
Viewable Viewtime 19.7 sec (Q4: 15.9 sec)
Reasons for Non-Viewability (Display)
Hidden on Page
11%
57%
Too Little Area
Below the Fold
Right of Viewport
1%
0%
10% Above Highest Position
Inactive Tab10%
0% Left of Viewport
11% Too Short Time
VIEWABILITY BENCHMARKS
Poland Q1/2020
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 50% (Q4: 56%)
Viewable Viewtime 19.6 sec (Q4: 21.5 sec)
Halfpage Ad (300x600)
63% 25.3 sec
Skyscraper (160x600)
73% 27.3 sec
Billboard (750x200)
49% 17.3 sec
MPU (300x250)
67% 24.6 sec
Billboard (750x300)
51% 14.4 sec
MPU (300x250)
47% 11.0 sec
Mobile Banner 6:1 (320x50)
86% 24.9 sec
Halfpage Ad (300x600)
43% 13.3 sec
Mobile Banner 3:1 (300x100)
65% 39.5 sec
Billboard (750x200)
53% 16.1 sec
VIEWABILITY BENCHMARKS
Poland Q1/2020
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% (Q4: 53%)
Viewable Viewtime 12.8 sec (Q4: 13.6 sec)
(Mobile Web & In-App)
VIEWABILITY BENCHMARKS
Viewability 57% (Q4: 58%)
Display
Viewable Viewtime 11.8 sec (Q4: 11.9 sec)
Sweden Q1/2020The 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
21%
50%
Too Little Area
Below the Fold
Right of Viewport
1%
0%
1% Above Highest Position
Inactive Tab3%
0% Left of Viewport
25% Too Short Time
VIEWABILITY BENCHMARKS
Sweden Q1/2020The 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 62% (Q4: 64%)
Viewable Viewtime 14.8 sec (Q4: 15.2 sec)
Display Mobile (Mobile Web & In-App)
Viewability 51% (Q4: 53%)
Viewable Viewtime 7.7 sec (Q4: 8.4 sec)
Display Desktop
VIEWABILITY BENCHMARKS
Viewability 63% (Q4: 58%)
Display
Viewable Viewtime 24.8 sec (Q4: 25.1 sec)
Switzerland Q1/2020The 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
16%
32%
Too Little Area
Below the Fold
Right of Viewport
1%
0%
5% Above Highest Position
Inactive Tab15%
0% Left of Viewport
31% Too Short Time
VIEWABILITY BENCHMARKS
Switzerland Q1/2020
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 78% (Q4: 65%)
Viewable Viewtime 38.7 sec (Q4: 32.0 sec)
MPU (300x250)
75% 23.0 sec
Halfpage Ad (300x600)
88% 47.5 sec
Half Page Ad (300x600)
64% 15.9 sec
Medium Rectangle (300x250)
44% 14.6 sec
VIEWABILITY BENCHMARKS
Switzerland Q1/2020
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% (Q4: 50%)
Viewable Viewtime 12.6 sec (Q4: 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
OmniOffice
Zajecza 15
PL-00-855 Warszawa
Office Warsaw