Facebook / Instagram Viewability First for Meetrics

European ad visibility analyst Meetrics has announced it is the first firm outside the US to verify viewability metrics for videos served on Facebook and Instagram.

With an HQ in Berlin, and offices in Vienna, London, Paris, Warsaw, Milan and Stockholm, Meetrics helps clients assess the actual visibility rates and individual view times of online ads. It also offers market research tools to analyse the behaviour and reading habits of Internet users, while its panel studies combine the results with sociodemographic information or data from additional surveys.

Last year, Meetrics was granted full accreditation by the Media Rating Council (MRC), across both anti-fraud and viewability, including in-app environments. The firm is now providing viewability metrics for Facebook and Instagram videos, to show advertisers what percentage of their ads is in view and for how long - on both mobile and desktop devices. In addition, advertisers will be able to see and compare how video ads performed against different levels of viewability - from the 50% and two seconds minimum recommended by several trade bodies, up to 100% and ten seconds.

CEO and co-founder Philip von Hilgers (pictured) comments: 'This is really welcome news for advertisers as it will help them make better media planning decisions on Facebook and Instagram, particularly as they can compare how their campaigns performed depending on different minimum viewability thresholds'.

Web site: www.meetrics.com .