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Published: April 19, 2016
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UK advertisers pour billions into digital ad investment annually. Yet, thanks to digital advertising’s inherent measurability, data shows the proportion of ads being seen by people in the UK is still surprisingly low. Whether that’s good or bad is up for debate—increasingly sophisticated performance metrics have made viewability just one of several measures upon which to judge an ad’s ultimate effectiveness.
"Getting an ad seen is far less important than having consumers engage with it. For video ads, a campaign objective is more likely to concentrate on maximizing the viewthrough rate than achieving the basic measure of viewability."
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Campaign Objectives of UK Digital Video Ads, Q4 2015 (% of total campaigns served by Videology)
UK Total Media Ad Spending Share, by Media, 2014-2020 (% of total)
In Isolation, an Intermediate Measurement Metric
Metrics Used by UK and US Agency/Brand Professionals to Measure the Success of Content Marketing vs. Native Advertising Campaigns, April 2015 (% of respondents)
Expected Change* in the Importance of Select Performance Metrics According to UK Marketers, July 2015 (% of respondents)
More Important as Part of a Rounded View
Viewability Rate for Digital Display Ads in Select Countries in Western Europe, Q1-Q4 2015
Performance Metrics for Standard Banner Display Ads in Select Countries, H1 2015
The Programmatic Problem?
UK Programmatic Digital Display Ad Spending, 2013-2016 (billions of £, % change and % of total digital display ad spending*)
Leading Obstacles to Programmatic Advertising Usage According to Digital Marketers in North America and the UK, May 2015 (% of respondents)
Ways in Which UK and US Senior Marketers Measure the Success of Their Programmatic Ad Campaigns, April 2015 (% of respondents)
Viewability Rate for UK Digital Video Ads, by Transaction Method, Q4 2015
Performance Across Formats, Placements and Devices
Performance Metrics for Rich Media Display Ads in Select Countries, H1 2015
Viewability Rate* and In-View Time for UK Digital Display Ads, by Ad Format, Q1-Q4 2015
Performance Metrics for Mobile Display Ads in Select Countries, H1 2015
Viewability and Engagement Metrics for Mobile Display Ads Worldwide*, by Ad Size and Purchase Method, Q4 2015
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