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.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

OmniOffice

Zajecza 15

PL-00-855 Warszawa

warsaw@meetrics.com

Office Warsaw