The latest quarterly survey of UK ad viewability levels has registered the first uptick in nine months to propel the benchmark index to its highest level in over a year.
Compiled by verification firm Meetrics, the figures show that between April and June the proportion of adverts meeting minimum viewability criteria jumped from 47% to 51% - the first upward movement since the third quarter of 2016 and the highest figure recorded since the opening quarter of 2016 – when the comparable number was 54%.
Refusing to get carried away by the bounce Anant Joshi, Meetrics’ commercial director UK and Ireland, said: “The UK is still well behind other markets and the industry has much work to do. We can’t celebrate the fact that we’re back to almost half of banner ad budgets being wasted on ads that don’t have the chance to be seen.”
Despite this recent turnaround in performance the UK still lags behind its continental peers with Austria, France and Germany registering viewability rates of 69%, 58% and 57% respectively.
In addition to the headline figures Meetrics also published data on the split between traditionally procured ads and their programmatic brethren, showing that the former have better viewability (59%) than the latter (52%).
For the first time Meetrics also published video viewability figures revealing 69% of video ads meet the IAB and Media Ratings Council’s recommendation that 50% of the video ad is watched for at least two seconds.
Previous surveys have shown as much as £600m is being wasted on non-viewable online ads.