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In the second quarter of 2018, visibility values in display advertising worsened. In the current visibility report, Meetrics Germany's meter service provider has a 62% visibility rate, down two percentage points from the first quarter. However, the biggest drop is recorded by video advertising.
With 63%, the video advertising visibility rates in Germany are significantly lower than in the previous quarter. In all, 14 percentage points lose value compared to the 77% measured in the first quarter. However, the German online advertising market is still above the 53% average in an international comparison.
Compared to the previous quarter, the viewability of display ads in Germany also increased from 64 to 62%. "62% visibility is still a very strong value and presentable by international comparison," commented Philip von Hilgers, managing director and co-founder of Meetrics.
Von Hilgers sees the reasons, among other things, in the decline in premium stocks: "The finiteness of premium display stocks, but also the advertisements on mobile devices here show a negative impact on visibility rates. Nevertheless, we know from the previous quarter that the German market still has potential. "
»Enlargement
Compared to the other markets covered by the" Viewability Benchmarks ", the German online advertising market is above the average of the international benchmark of 61% for display advertising. Only the Austrian (73%), Swedish (64%) and French (63%) markets can provide better figures.
The basis of the Meetrics benchmarks for visualization is the "50/1" directive of the IAB and the Media Rating Council. (MRC). As a result, at least 50% of the ad space must have been in the visible area of the browser for at least one continuous second. For video ads, the recommendation is "50/2". h. the advertising material must have been visible for at least 2 seconds with at least 50% of its area.
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