YouTube ad viewability averages 95% across ten key European and Middle Eastern markets, according to the latest data from Think with Google, the company's digital trends research arm. In comparison, over half (51%) of display ads meet Media Ratings Council standards, while this reaches nearly three-quarters (72%) of other web and app video ads.

There's little variation in EMEA YouTube ad viewability, with the highest rate at 96% and the lowest at 93%. Web and app video ads see a greater difference, between 61% (South Africa) and 81% (Turkey), while display ads vary between 58% (Russia) and 44% (Spain).