5 Surprising Facts About Ad Viewability
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5 Surprising Facts About Ad Viewability
5 Surprising Facts About Ad Viewability
What is the Viewable Impression?
What is the Viewability Rate?
Factors which affect the viewability of the ads on the screen.
Publishers Viewability Situation
Position of the Ad on the page
Ad size
All above the fold not equals Always Viewable
Ad viewability varies across the Industry.
In this article, I’m going to give insight on the secret behind viewable Impression for your Ads.
We spend thousands on Display ads on various platforms,
But …Did you ever wonder, that a major percentage of your Ads are never seen by the visitor and you end up paying for those impressions as well?
You end up losing your money and that’s the reason most of the advertisers started bidding for viewable CPM
What is the Viewable Impression?
A viewable impression is a standard measure of ad viewability defined by the International Advertising Bureau (IAB) to be an ad that appears at least 50% on screen for more than one second.
What is the Viewability Rate?
Viewability Rate is a new advertising metric that defines how many ad impressions on a site are viewed by users.
Now we understood how important is to get the ads to appear in the viewable region.
Factors which affect the viewability of the ads on the screen.
Publishers Viewability Situation
Average Publisher viewability rate is just 50.2 %
Publisher Viewability rate
What Factors affect the viewability on a Page?
Web design; Layout of the website, UI & UX
User interaction with content: Content Quality & Content Engagement
User interaction across devices: Website Responsiveness
Number of ads on page: Too many Ads will also impact the visibility of the ad
Technology issues: If the website built on a technology which is not browser friendly
User behavior; how users are behaving your website
Platform (i.e., use of JavaScript or legacy pixels)
Vendor Variation; too many ad vendors
Position of the Ad on the page
The best place where the ad gets most viewability is the place just above the FOLD
Position of the ad on the page
Ad size
Vertical Ad units get the maximum views
Viewability rate by Ad Size
All above the fold not equals Always Viewable
Not all above the fold is viewable, just below the fold are also viewable. Here is the comparison of the above the fold and below the fold ad viewability comparison
All above the fold not equals Always Viewable
Ad viewability varies across the Industry.
Web page content which can hold the user’s attention has the highest Ad visibility. Refer the chart for the websites of various content types and their visibility score.
Now you have got to know the major factors which can impact your ad visibility, so when bidding for the ads placement or direct media buying keep these in the mind and opt for the bidding.
Follow these guidelines in mind and do your display ads and do share your feedback with us.
Happy Adverting!