Visibility rates of Swiss publishers down slightly in the second quarter
After the IAB, LSA and SWA associations published the viewability rates of ad impressions for Switzerland for the first time in May, the figures for the second quarter can now be published. The figures for Switzerland have fallen slightly compared to the first quarter.
As part of the transparency initiative of the three Swiss advertising associations, the visibility rates of the major marketers and publishers in Switzerland are once again being published. For the second quarter compared to the first quarter a slight decline can be observed.
- In the Desktop segment, the visibility rate in the second quarter was 66.2 % (compared to 71.1% in Q.1).
- The mobile segment achieved a visibility rate of 56.5% (Q1: 61.2%).
- The overall visibility rate has therefore fallen from 65.1% to 60.8%.
According to the MRC standard, the minimum visibility must be 50% of the pixels during 1 second for an ad impression to be billed. With the current values, the visibility rate in Switzerland is slightly below the international average, which was calculated at 63% (display: 70 % and mobile 57%).
The measurement is based on 4.74 billion ad impressions and was carried out with the publishers using the following tools:
- Admeira: Xandr and Google Ad Manager
- Goldbach / TX Markets: Integral Ad Science (IAS) and Google Ad Manager
- Audienzz: Xandr
- Romandie Network: Smart Adserver
- Watson: Google Ad Manager
The three associations IAB Switzerland, LSA Leading Swiss Agencies and SWA Schweizer Werbe-Auftraggeberverband monitor visibility trends on an ongoing basis and have been publishing the figures for each quarter since this year.
