Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

Beyond Ad Measurement and Metrics

In the UK, Marketer Attention Turns to Engagement

Download
Share
About This Report
Digital ad fraud is being held in check, viewability rates are improving, and brand safety measures are largely effective in the UK. Measuring the success of a campaign, though, must move beyond what is easily measurable.
Table of Contents

For most digital advertisers today, measures of brand safety and ad quality are nonnegotiable parts of any campaign. But once advertisers are satisfied that an ad has been served to a real person and seen by that person in a brand-safe environment, they begin to demand more than simple impression-level performance metrics.

  • How much ad spend is wasted in the UK due to fraudulent activity? An extrapolation on Integral Ad Science (IAS) data for the UK suggests that £1.3 billion ($1.7 billion), or 10% of campaign spend, will be lost to ad fraud in 2018. When campaigns are optimized against fraud, the rate plummets to just 1%.
  • What’s the viewability rate in the UK, and how useful is that as a measure? The viewability rate is a measure of how many ads are viewed with at least 50% of pixels in-view for a minimum of 1 second for static display ads, or 2 seconds for video ads. In the UK, it currently stands at 58%. But this remains a very basic metric, and many advertising professionals profess to developing their own viewability standards.
  • Given recent high-profile missteps, where ads have appeared next to unsavory or inappropriate content, how confident can brands be that their ads are being delivered in a safe environment? This is seen as one of the highest priorities among UK marketers. Perhaps, as a result of the spotlight, great strides have been made in policing this, particularly for automated buys.
  • How is digital campaign success currently measured? The simple clickthrough rate is still valued greatly by marketers—more than any other metric.
  • What metrics are brands looking for beyond the impression and click levels? Numerous customized metrics are being used across the industry, from simple time-in-view rates to more complex indices taking the effectiveness of creative into account. However, at their core, there is a need to better understand—and quantify—user engagement.

WHAT’S IN THIS REPORT? This report examines the measures and performance of digital ad fraud, viewability and brand safety in the UK. It also looks at which metrics are used and valued when it comes to measuring campaign success.

KEY STAT: Percent of UK publishers who described these three industry challenges to be of “great concern” in 2018: ad blocking (49.0%), brand safety (43.1%) and ad fraud (39.2%).

43.1%

Percent of UK publishers who see brand safety as a great concern in 2018.

Integral Ad Science, "Look ahead UK: Transparency will shape 2018," March 23, 2018

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

14charts

Reliable data in simple displays for presentations and quick decision making.

11expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Putting Digital Measurement Into Context
  2. Beyond the Basics: The Measure of Success
  3. Key Takeaways
  1. eMarketer Interviews
  2. Read Next
  3. Sources
  1. Media Gallery

Charts in This Report

Interviewed for This Report

Harry Harcus
Xaxis
Managing Director, UK and Pan-Regional
Interviewed September 20, 2018
Mike Pallad
Undertone
President
Interviewed September 26, 2018
Laura Salant
Undertone
Senior Director, Research and Insights
Interviewed September 26, 2018
Kofi Amoako
PubMatic
Senior Director, Customer Success Operations, EMEA
Interviewed September 28, 2018
Victoria Chappell
Integral Ad Science
Senior Marketing Director, EMEA
Interviewed September 26, 2018
Andy Evans
Sovrn
CMO
Interviewed September 13, 2018
Peter Falcone
Flashtalking
Director, Analytics, EMEA
Interviewed September 13, 2018
Dan Slivjanovski
DoubleVerify
CMO
Interviewed September 26, 2018
Giovanni Strocchi
ADmantX
CEO
Interviewed September 13, 2018
Daniel Wilkinson
Jellyfish
Head of Paid Media
Interviewed September 20, 2018
Heather McKim
DoubleVerify
Vice President, Marketing
Interviewed September 26, 2018

authors

Bill Fisher

Contributors

Jennifer Jhun
Research Director, International and Special Projects
Lauren Fisher
Principal Analyst
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client