UK Measurement and Viewability: Tracking the Served Ad Journey - eMarketer
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UK Measurement and Viewability: Tracking the Served Ad Journey

eMarketer Report

By: eMarketer

Published: April 20, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

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 ad spending will account for 57.9% of UK total media spend this year, with display making up almost 40% of that share. With so much money at stake, brands and agencies want to know their ads are being served to real humans (minimizing fraud) in appropriate environments (ensuring brand safety), and that they’re being seen (confirming viewability).
  • Estimates on the scale of digital display ad fraud vary, with one figure putting the global cost at $16.4 billion in 2017. In the UK, though, fraud is likely less pronounced than elsewhere.
  • Brand safety has received a great deal of press of late, with Google and YouTube fueling much of the consternation. Programmatic trading has been blamed for making it look impossible to keep safety standards high, but when guardrails like blacklists and whitelists are in place, the picture improves. Better-controlled types of trading—like private marketplaces (PMPs)—also reduce the risks.
  • Ad viewability rates in the UK are low compared with many of its neighbors, standing at just 49% in Q4 2016. Programmatic trading isn’t helping, but UK internet users are also adept at avoiding ads. Lots skip ads as soon as they see them, and many are willing to pay to avoid them altogether.
  • Many advertisers are looking beyond viewability: They want to know consumers are engaging with display ads. Time spent is becoming a key currency in the measurement metrics melee.

"Digital advertising professionals in the UK view brand safety, ad fraud and viewability as integral pillars of media quality when placing display ads."

Table of Contents

The Need for Better Measurement

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State of the Market: The Three Measurement Pillars

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The Hunt for Engagement: Beyond Viewability

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14 charts are included in the full report:

UK Measurement and Viewability: Tracking the Served Ad Journey

Most Important Aspect of Media Quality According to UK Digital Advertising Professionals, Dec 2016 (% of respondents)

The Need for Better Measurement

UK Digital Ad Spending, 2016-2021 (billions of £, % change and % of total media ad spending)

Most Important Aspect of Media Quality According to UK Digital Advertising Professionals, Dec 2016 (% of respondents)

State of the Market: The Three Measurement Pillars

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)

The Hunt for Engagement: Beyond Viewability

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)