In the field of display advertising, you rarely read good news. Usually, the question is asked whether this type of marketing is no longer worthwhile in the medium term. The increasing popularity of adblockers is also not a good mood amongst advertisers and website owners. Since it is nicer to finally read good news; The visibility of banner advertising is increasing and reaches even some maximum!
Meetrics publishes quarterly reports summarizing the visibility of display advertising. These reports measure the viewability values in Europe, following the standard of the Interactive Advertising Bureau (IAB). The latest reports were rather negative and showed a decreasing visibility of banner advertising in Europe – but that changed in the first quarter of 2018.
In Germany, for example, the visibility rate in the fourth quarter of 2017 was still at 55 percent, reaching a new record high of 64 percent in the first quarter of 2018. In particular, Halfpage Ads, Ad Sidebars and Skyscrapers achieved relatively good results. This clearly shows that advertising on the right edge of the screen is notably well perceived. But not only in Germany, the viewability values have increased – also in Italy, France, UK and Sweden, there was a significant increase. Austria even came to a visibility rate of 71 percent and is thus at the European top. Somewhat worse, but by no means worrying, Poland and Switzerland were cut off.
Basically, it can be said that video ads perform better than conventional banners and make another noticeable difference in visibility. But they do not fit with every advertising space. It is therefore it is always best to try which format fits the advertising format and environment, in order to achieve the best possible results.