A recent upward trend in ad viewability has continued with the ley metric now at its highest level since the second quarter of 2014, according to the latest report from ad verification platform Meetrics.
This comes in the wake of strong growth through the fourth quarter of 2017 in which the proportion of banner ads which met minimum viewability guidelines jumped from 52 to 56% in the UK - capping three quarters of successive rises.
Meetrics chief executive Philipp von Hilgers commented: "Despite previous, albeit small, jumps, we’ve been cautious about being too positive but yet another rise, the joint biggest we’ve seen in consecutive quarters, suggests the battle is being won. The jump is particularly impressive as in most markets viewability drops in the final quarter due to higher activity – driven by Christmas – which leads to lower quality placements resulting in lower viewability, so the UK has done very well to override this trend.”
This strong showing from the UK, a habitual laggard, powered it past several European competitors including Switzerland (48%), Poland (50%) and Germany (55%). Britain still lags far behind Austria (67%), as well as Italy (63%), France (62%) and Sweden (61%) however.
In further good news the average time a UK ad was in view, not necessarily the same thing as being viewed, jumped by 15% to reach 24.3 seconds.
It's not all good news for advertisers with two-thirds of the UK public now of the belief that ads have become more intrusive, according to another recent survey.