Belgian content sites have a global viewability score of 55%
A consortium of Belgian content publishers, WeMedia Digital, has just published its second Viewability Report based on its portfolio. The base research has been conducted in the last quarter of 2017 by Moat and Active View. Viewability is defined according to the IAB standard: 50% of pixels in view during one second. More than 2.5 billion impressions were analysed with ± an equal breakdown of mobile and desktop. Respectively 87% and 96% of impressions have been considered measurable. Finally 45% of measurable mobile impressions and 64% of desktop measurable impressions were viewable by IAB standard. This is a global 55% if we aggregate both. WeMedia Digital finds an improvement compared to the previous measure (Q4 2016) that was made only on desktop: measurability ratio then was 94% (small improvement), and viewability was 5 percentage points lower (59%). They also point out that the most recent measurement exceeds the Moat benchmarks: in Q4 2017 the global viewability ratio on the Belgian market was 56%, significantly lower than the score measured for the We Media Digital sites for desktop. Unfortunately no benchmark is provided for mobile, but the score there is certainly not the very best. Publishers argue that the viewability measurement on mobile is at an early stage (hence no benchmarks available ?), and that "mobile" covers different technologies: websites for mobile, mobile apps and Web responsive sites.