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Ad viewability is a metric designed to track the number of ad impressions that can actually be seen by users, not simply the number of ad impressions served. This has been a significant topic in the digital advertising marketplace over the last two years or so, as programmatic inventory has increased and, with it, the number of impressions served that weren\u2019t necessarily viewable to a user (think bottom-of-page ads, users that bounce from the page before an ad fully loads, etc\u2026). To avoid misleading metrics and ensure your ads have greater effect, advertisers now need to take steps to optimise ad viewability.<\/p>\n
Advertisers were rightly concerned about the effectiveness of their buys, as they were less certain than ever that their ads were being seen. Due to this concern, some standardisation has now been created around this: according to the\u00a0Media Rating Council<\/a>, the standard metric for a \u201cviewable\u201d impression is that 50% of the ad must be viewable on the screen for at least one second (two seconds for a video ad).<\/p>\n This metric has helped to improve the inventory and clean out the \u201cclutter\u201d and less than ideal placements, and has given advertisers actual numbers to rely on for effectiveness.<\/p>\n So, why optimise your ad viewability?\u00a0<\/strong><\/p>\n For an advertiser that\u2019s engaging in primarily cost per click, bottom funnel display tactics to drive direct response performance, viewability is not a problem. On a CPC model, it doesn\u2019t matter whether a user sees your ad, only that they clicked it; you are charged per click not per view (impression).<\/p>\n However, mid and upper funnel tactics that are intended to drive awareness or engagement are reliant on their ads being seen. After all, how can a user engage with your media or become aware of your brand or product if they can\u2019t see your advertising? Not all ad inventory is viewable, even with improvements and standardisation (and likely never will be, given the different ways sites can be monetised and media can be purchased). If the program is bought on a CPM (Cost per Thousand Impressions), viewability should absolutely be a part of the conversation an advertiser has with its agency.<\/p>\n \n Get exclusive insights into digital \n \n \n Stay Forward <\/h2>\n
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