Meetrics, a German-based company which specialises in measuring the visibility of online ads and content, is launching in the UK.
Meetrics has suggested that about 30 per cent of online ads served are never visible. As a result, it has aimed to put itself at the forefront of the “ad visibility” issue – helping marketers improve the visibility of their ads and reduce media spend costs.
Having worked with German agencies including Mindshare, OMD, Aegis and publishers such as Tomorrow Focus, Spiegel and RTL, it is now looking to expand its operations into the UK.
Anant Joshi, founder of global ad solutions company Eyeblaster/MediaMind, has been appointed to the role of director of international business, and will head up the UK arm.
Joshi is also working as part of a new cross-industry group formed by IAB UK, comprised of experts from the buy-side, sell-side and ad tech to review Viewable Impressions/Ad Visibility and address the opportunities and challenges of such a move.
The motivation for the discussions in the UK is the industry wide initiative in the US, Making Measurement Make Sense (also known as 3MS), which calls for a number of improvements in digital media measurement, so that digital media are measured in ways which are compatible with planning, buying and evaluating in a cross platform world.
Joshi commented: “The US 3MS initiative is currently debating that 50 per cent of the ad area must be viewed for at least one second before counting it as a visible impression. By working with IAB UK we will be able to provide guidance for the UK based on our five years of experience in the German speaking countries,”
Philipp von Hilgers, CEO, added: “The major success we’ve had in Germany in helping increase ad visibility has already translated into high demand in the UK and its impressive how fast the UK is grasping the value of ad visibility. Us being here will help grow digital spend.”