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Published: April 20, 2017
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Digital display advertising promised so much in terms of targeting and efficiency. However, recent high-profile incidents have brought into focus some of the challenges the industry faces. In such a highly fragmented market, getting a better handle on various measurement metrics is vital.
"Digital advertising professionals in the UK view brand safety, ad fraud and viewability as integral pillars of media quality when placing display ads."
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Most Important Aspect of Media Quality According to UK Digital Advertising Professionals, Dec 2016 (% of respondents)
UK Digital Ad Spending, 2016-2021 (billions of £, % change and % of total media ad spending)
Challenges of Data-Driven Advertising/Marketing According to UK Ad/Marketing Professionals, Oct 2016 (% of respondents)
UK Digital Display Ad Benchmarks: Fraud* Rate, by Purchase Method and Fraud Prevention Usage, H2 2016 (among impressions analyzed by Integral Ad Science)
Brand Safety: Simple Guardrails, and Just a Partial Solution
Biggest Barrier to Spending More on Digital Video According to UK Digital Video Ad Buyers, Sep 2016 (% of respondents)
UK Real-Time Bidding (RTB) Digital Display Ad Spending, by Segment, 2014-2018 (millions of £, % change and % of total RTB digital display ad spending)
UK Digital Display Ad Benchmarks: Flagged Content Share, by Purchase Method and Brand Risk Category, H2 2016 (among impressions analyzed by Integral Ad Science)
Viewability: Basic but Essential
Digital Display Ad Benchmarks in Select Countries in Western Europe: Viewability Rate*, Q1-Q4 2016 (among impressions measured by Meetrics)
UK Digital Display Ad Benchmarks: Viewability Rate, by Purchase Method and Time, H2 2016 (among impressions analyzed by Integral Ad Science)
UK Digital Video Ad Benchmarks: Viewability Rates, by Transaction Method, Q4 2016 (among impressions served by Videology)
Attitudes Toward Skipping Ads According to Internet Users in France, Germany and the UK, Aug 2016 (% of respondents)
UK Digital Display Ad Benchmarks: Viewability Rate* and In-View Time, by Ad Format, Q1-Q4 2016 (among impressions measured by Meetrics)
Primary Campaign Objective of UK Digital Video Ads, Q4 2016 (% of total campaigns served by Videology)
Desktop Digital Video Ad Benchmarks in Select Countries in Europe: Viewable Completion Rate, Q3 2016 (based on impressions served on the TubeMogul platform)
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