The report, which reflects activity in the second quarter of 2017, revealed that the proportion of banner ads served that met minimum viewability guidelines rose from 47% to 51%. This is the first rise since Q3 2016 and the highest level since Q1 2016 ( 54%). 

However, despite this rise, the UK is still well behind Austria ( 69%), France ( 58%) and Germany ( 57%).

“It’s certainly a step in the right direction and shows ad viewability initiatives, such as from JICWEBS and the like, are starting to impact the market,” said Anant Joshi, Meetrics’ commercial director for UK & Ireland.

“However, the UK is still well behind other markets and the industry has much work to do. We can’t celebrate the fact that we’re back to almost half of banner ad budgets being wasted on ads that don’t have the chance to be seen.”

Meetrics has also published an international viewability figure for video ads, revealing that 69% of video ads meet the IAB and Media Ratings Council’s recommendation that 50% of the ad is in view for at least two seconds. Banner ads require 50% to be in view for at least one second.