Le taux de visibilité digitale* a diminué sur plusieurs marchés européens pour Q4 2015 selon un rapport rédigé par Meetrics. Ainsi, le taux de visibilité des publicités en display est passé de 69% à 65% pour la France (Q4 vs Q3). En Allemagne ce taux chute de 61% à 58% et au Royaume-Uni de 52% à 50 image: http://www.ratecard.fr/wp-content/uploads/2016/02/Display_ads_Viewability1_030216.png *Norme MRC (au moins 50% de la publicité visualisée pendant au moins 1 seconde) Cette diminution du taux de visibilité souligne la baisse de qualité concernant les inventaires média européens. Quels sont les formats les plus vus en France ? Bien que le taux de visibilité ait baissé entre Q3 et Q4 pour la France, le temps de visionnage des publicités à quant à lui augmenté, passant de 31,9 à 33,5 secondes. image: http://www.ratecard.fr/wp-content/uploads/2016/02/Display_ads_Viewability_formats_030216.png Maxime Cerda, Directeur Commercial chez Meetrics déclare : « Les données que nous publions sont plutôt favorables au marché Français par rapport aux différents marchés européens, et ce malgré une légère baisse ce trimestre. Elle montre une prise de conscience par l’ensemble des acteurs du marché en matière de visibilité et encore exprimée récemment lors des recommandations faites par le CESP. Nous sommes convaincus que ce taux peut s’améliorer durant l’année à venir compte tenu des efforts réalisés en la matière par nos clients agences et régies. » image: http://www.ratecard.fr/wp-content/uploads/2016/02/Display_ads_Viewability1_countries_030216.png Quels sont les formats les plus vus dans le monde ? L’évolution mondiale suit la même tendance qu’en France; le taux de visibilité Q4 est en baisse par rapport à Q3 (58% vs 63%), en revanche le temps de vue a augmenté d’1 seconde (29,1 vs 28,1). Read more at http://www.ratecard.fr/la-visibilite-des-publicites-online-chute-en-europe/#hgsrR3VXES29DC3f.99

1. Viewability 58% (Q3:c63%)
Total
Ø-Viewtime 29,1 sec (Q3:C28,1 sec)
Billboard
Sitebar
Halfpage Ad
Leaderboard
MPU
Wallpaper
Skyscraper
61% 17,5 sec 66% 29,6 sec 53% 30,5 sec 64% 29,3 sec
81% 39,9 sec 50% 27,2 sec 64% 30,0 sec
www.meetrics.com/int-benchmarks/
Viewability Benchmarks
International Q4/2015
In the following you find the latest report of our
Viewability Benchmarks for the International
market.
The data is based on the definition of Viewability
from the Media Rating Council and IAB:
At least 50% of the surface of an online ad
have to appear in the visible area of the
browser for at least 1 second (50/1).
Ad Impressions that have been triggered by
fraudulent activities were excluded from the benchmark.

2. Viewability 58% (Q3:c61%)
Total
Ø-Viewtime 26,3 sec (Q3:c28,1 sec)
Billboard
Sitebar
Halfpage Ad
Superbanner
Medium Rectangle
Wallpaper
Skyscraper
63% 16,9 sec 67% 28,9 sec 51% 26,3 sec 64% 28,3 sec
78% 44,7 sec 53% 23,8 sec 64% 26,9 sec
www.meetrics.com/benchmarks-de/
Viewability Benchmarks
Germany Q4/2015
In the following you find the latest report of our
Viewability Benchmarks for the German market.
The data is based on the definition of Viewability
from the Media Rating Council and IAB:
At least 50% of the surface of an online ad
have to appear in the visible area of the
browser for at least 1 second (50/1).
Ad Impressions that have been triggered by
fraudulent activities were excluded from the benchmark.

3. Billboard
Sitebar
Halfpage Ad
Superbanner
Medium Rectangle
Skyscraper
74% 18,9 sec 64% 29,3 sec 52% 27,4 sec
60% 31,4 sec82% 37,6 sec 51% 25,5 sec
Viewability 65% (Q3:c70%)
Total
Ø-Viewtime 32,6 sec (Q3:c32,9 sec)
Viewability Benchmarks
Austria Q4/2015
In the following you find the latest report of our
Viewability Benchmarks for the Austrian market.
The data is based on the definition of Viewability
from the Media Rating Council and IAB:
At least 50% of the surface of an online ad
have to appear in the visible area of the
browser for at least 1 second (50/1).
Ad Impressions that have been triggered by
fraudulent activities were excluded from the benchmark. www.meetrics.com/benchmarks-at/

4. Billboard Halfpage Ad
LeaderboardMPU
59% 19,4 sec 63% 31,4 sec
47% 31,2 sec 43% 29,9 sec
Viewability 50% (Q3:c52%)
Total
Ø-Viewtime 31,4 sec (Q3:C31,2 sec)
www.meetrics.com/benchmarks-uk/
Viewability Benchmarks
UK Q4/2015
In the following you find the latest report of our
Viewability Benchmarks for the British market.
The data is based on the definition of Viewability
from the Media Rating Council and IAB:
At least 50% of the surface of an online ad
have to appear in the visible area of the
browser for at least 1 second (50/1).
Ad Impressions that have been triggered by
fraudulent activities were excluded from the benchmark.

5. Grand Angle
69% 25,5 sec
Leaderboard
59% 34,7 sec
Medium Rectangle
63% 40,2 sec
Viewability 65% (Q3:c69%)
Total
Ø-Viewtime 33,5 sec (Q3:C31,9 sec)
www.meetrics.com/benchmarks-fr/
Viewability Benchmarks
France Q4/2015
In the following you find the latest report of our
Viewability Benchmarks for the French market.
The data is based on the definition of Viewability
from the Media Rating Council and IAB:
At least 50% of the surface of an online ad
have to appear in the visible area of the
browser for at least 1 second (50/1).
Ad Impressions that have been triggered by fraudul-
ent activities were excluded from the benchmark.