VIEWABILITY BENCHMARK REPORT Q3 / 2019For the video ads the recommended definition is 50% and 2...

VIEWABILITY BENCHMARK REPORT

Q3 / 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% (Q2: 59%)

Display

Viewable Viewtime 18.5 sec (Q2: 20.2 sec)

International Q3/2019The 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% (Q2: 77%)

Video

Viewable Viewtime 21.3 sec (Q2: 21.3 sec)

Reasons for Non-Viewability (Display)

Hidden on Page

13%

37%

Other

Too Little Area

Below the Fold

Right of Viewport

4%

0%

14% Above Highest Position

Inactive Tab11%

0% Left of Viewport

21% Too Short Time

Halfpage Ad (300x600)

71% 32.7 sec

Skyscraper (160x600)

72% 28.1 sec

Billboard (970x250)

60% 15.0 sec

Leaderboard (728x90)

50% 16.4 sec

MPU (300x250)

55% 20.6 sec

VIEWABILITY BENCHMARKS

International Q3/2019Display 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 62% (Q2: 64%)

Viewable Viewtime 23.7 sec (Q2: 25.9 sec)

MPU (300x250)

47% 11.5 sec

Mobile Banner 6:1 (320x50)

57% 19.1 sec

Halfpage Ad (300x600)

52% 20.1 sec

Interstitial (320x480)

52% 27.4 sec

Mobile Banner 2:1 (300x150)

36% 9.8 sec

VIEWABILITY BENCHMARKS

International Q3/2019Display 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% (Q2: 54%)

Viewable Viewtime 12.7 sec (Q2: 13.7 sec)

(Mobile Web & In-App)

VIEWABILITY BENCHMARKS

Austria Q3/2019The 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 68% (Q2: 68%)

Display

Viewable Viewtime 30.1 sec (Q2: 30.4 sec)

Reasons for Non-Viewability (Display)

Hidden on Page

18%

37%

Other

Too Little Area

Below the Fold

Right of Viewport

1%

1%

9% Above Highest Position

Inactive Tab14%

0% Left of Viewport

19% Too Short Time

Halfpage Ad/Sitebar (300x600)

82% 33.3 sec

Skyscraper (160x600)

85% 32.1 sec

Medium Rectangle (300x250)

73% 27.6 sec

Billboard (970x250)

64% 12.3 sec

Superbanner (728x90)

68% 18.3 sec

VIEWABILITY BENCHMARKS

Austria Q3/2019Display Desktop

Viewability 84% (Q2: 82%)

Viewable Viewtime 34.1 sec (Q2: 33.8 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% 28.4 sec

Medium Rectangle (300x250)

51% 14.5 sec

Mobile Banner 6:1 (300x50)

54% 24.2 sec

Interstitial (320x480)

49% 29.6 sec

Skyscraper (160x600)

69% 28.4 sec

Superbanner (728x90)

62% 17.7 sec

VIEWABILITY BENCHMARKS

Austria Q3/2019Display 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 55% (Q2: 57%)

Viewable Viewtime 25.1 sec (Q2: 26.2 sec)

(Mobile Web & In-App)

VIEWABILITY BENCHMARKS

Viewability 56% (Q2: 55%)

Display

Viewable Viewtime 33.6 sec (Q2: 30.9 sec)

France Q3/2019The 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 71% (Q2: 78%)

Video

Viewable Viewtime 18.5 sec (Q2: 19.6 sec)

Reasons for Non-Viewability (Display)

Hidden on Page

8%

52%

Other

Too Little Area

Below the Fold

Right of Viewport

0%

0%

7% Above Highest Position

Inactive Tab21%

0% Left of Viewport

11% Too Short Time

Grand Angle (300x600)

65% 22.9 sec

MPU (300x250)

58% 22.6 sec

VIEWABILITY BENCHMARKS

France Q3/2019

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)

59% 20.6 sec

Viewability 61% (Q2: 61%)

Viewable Viewtime 36.4 sec (Q2: 37.3 sec)

Grand Angle (300x600)

51% 20.6 sec

MPU (300x250)

30% 12.5 sec

Leaderboard (728x90)

56% 17.8 sec

VIEWABILITY BENCHMARKS

France Q3/2019

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 45% (Q2: 46%)

Viewable Viewtime 27.8 sec (Q2: 17.1 sec)

(Mobile Web & In-App)

VIEWABILITY BENCHMARKS

Viewability 58% (Q2: 57%)

Display

Viewable Viewtime 23.1 sec (Q2: 24.2 sec)

Germany Q3/2019The 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 91% (Q2: 89%)

Video

Viewable Viewtime 18.2 sec (Q2: 21.4 sec)

Reasons for Non-Viewability (Display)

Hidden on Page

11%

33%

Too Little Area

Below the Fold

Right of Viewport

1%

0%

21% Above Highest Position

Inactive Tab19%

0% Left of Viewport

15% Too Short Time

VIEWABILITY BENCHMARKS

Germany Q3/2019

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 64% (Q2: 63%)

Viewable Viewtime 27.6 sec (Q2: 28.7 sec)

Halfpage Ad/Sitebar (300x600)

69% 28.1 sec

Skyscraper (160x600)

72% 28.0 sec

Medium Rectangle (300x250)

55% 20.4 sec

Billboard (970x250)

60% 15.2 sec

Superbanner (728x90)

50% 16.2 sec

Half Page Ad/Sitebar (300x600)

48% 15.3 sec

Medium Rectangle (300x250)

43% 11.8 sec

Interstitial (320x480)

61% 29.5 sec

Mobile Banner 6:1 (320x50)

57% 18.8 sec

VIEWABILITY BENCHMARKS

Germany Q3/2019

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% (Q2: 49%)

Viewable Viewtime 16.6 sec (Q2: 16.9 sec)

(Mobile Web & In-App)

Mobile Banner 2:1 (300x150)

25% 8.8 sec

VIEWABILITY BENCHMARKS

Viewability 56% (Q2: 58%)

Display

Viewable Viewtime 16.5 sec (Q2: 19.3 sec)

Poland Q3/2019The 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 69% (Q2: 60%)

Video

Viewable Viewtime 16.5 sec (Q2: 15.8 sec)

Reasons for Non-Viewability (Display)

Hidden on Page

11%

50%

Too Little Area

Below the Fold

Right of Viewport

1%

0%

16% Above Highest Position

Inactive Tab7%

0% Left of Viewport

14% Too Short Time

VIEWABILITY BENCHMARKS

Poland Q3/2019

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 59% (Q2: 61%)

Viewable Viewtime 20.2 sec (Q2: 23.1 sec)

Halfpage Ad (300x600)

73% 37.6 sec

Skyscraper (160x600)

67% 25.0 sec

Billboard (750x200)

61% 13.8 sec

MPU (300x250)

56% 20.3 sec

Billboard (750x300)

59% 12.6 sec

MPU (300x250)

50% 10.7 sec

Mobile Banner 6:1 (320x50)

75% 37.5 sec

Halfpage Ad (300x600)

56% 24.3 sec

Mobile Banner 3:1 (300x100)

45% 23.8 sec

Billboard (750x200)

55% 15.7 sec

VIEWABILITY BENCHMARKS

Poland Q3/2019

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 52% (Q2: 53%)

Viewable Viewtime 11.6 sec (Q2: 13.1 sec)

(Mobile Web & In-App)

VIEWABILITY BENCHMARKS

Viewability 55% (Q2: 57%)

Display

Viewable Viewtime 11.8 sec (Q2: 11.8 sec)

Sweden Q3/2019The 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

16%

34%

Too Little Area

Below the Fold

Right of Viewport

12%

0%

5% Above Highest Position

Inactive Tab4%

0% Left of Viewport

30% Too Short Time

VIEWABILITY BENCHMARKS

Sweden Q3/2019

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 61% (Q2: 63%)

Viewable Viewtime 15.3 sec (Q2: 14.9 sec)

Skyscraper (160x600)

66% 26.0 sec

Halfpage Ad (300x600)

45% 12.7 sec

Leaderboard (728x90)

38% 10.1 sec

MPU (300x250)

52% 9.0 sec

VIEWABILITY BENCHMARKS

Sweden Q3/2019

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% (Q2: 52%)

Viewable Viewtime 8.5 sec (Q2: 9.1 sec)

(Mobile Web & In-App)

VIEWABILITY BENCHMARKS

Viewability 52% (Q2: 58%)

Display

Viewable Viewtime 24.0 sec (Q2: 26.8 sec)

Switzerland Q3/2019The 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

9%

44%

Too Little Area

Below the Fold

Right of Viewport

4%

0%

11% Above Highest Position

Inactive Tab13%

0% Left of Viewport

19% Too Short Time

VIEWABILITY BENCHMARKS

Switzerland Q3/2019

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% (Q2: 64%)

Viewable Viewtime 30.5 sec (Q2: 36.0 sec)

MPU (300x250)

51% 19.5 sec

Halfpage Ad (300x600)

85% 47.9 sec

Half Page Ad (300x600)

57% 20.8 sec

Medium Rectangle (300x250)

48% 12.9 sec

Interstitial (320x480)

44% 8.9 sec

VIEWABILITY BENCHMARKS

Switzerland Q3/2019

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% (Q2: 51%)

Viewable Viewtime 13.0 sec (Q2: 14.8 sec)

(Mobile Web & In-App)

CONTACT INFORMATION

benchmarks@meetrics.com

Benchmarks Meetrics Team

Meetrics GmbH

Alexanderstraße 7

DE-10178 Berlin

berlin@meetrics.com

Headquarters Berlin

15/17, Rue Scribe

FR-75009 Paris

paris@meetrics.com

Office Paris

Mäster Samuelsgatan 36111 57 Stockholmstockholm@meetrics.com

Office Stockholm

Schönbrunner Allee 7

AT-1120 Wien

vienna@meetrics.com

Office Vienna

Grzybowska 52

PL-00-855 Warszawa

warsaw@meetrics.com

Office Warsaw