Over the last few years, Ad Viewability has become one of the key factors in the ad tech industry. For a long time, it was considered a buy-side metric: Advertisers want to make sure that their ads are seen and their campaigns are performing as expected.
Ad viewability is able to directly affect the publisher’s revenue. Being able to monitor and optimize ad viewability can directly increase your CPM rates.
What is Ad Viewability?
Ad viewability can be defined as the process of how visible the ads are on a website or on mobile apps to users. At least 50% of a banner or creative must display on screen for more than one second to be considered a viewable impression as determined by the Internet Advertising Bureau’s (IAB) standard.
Impact of Ad Viewability on Revenue
Digital Advertisers have the idea that ads with higher viewability generate a better return on investment for their campaigns. So advertisers are targeting sites and ads with high viewability, thus they are willing to pay more to win these ad placements with less viewable ads because it will provide better performance on their ad campaigns.
A better ROI are correlated. Publishers need to hike their ad’s visibility so that the ads are potential enough to get more views through customized pages. Publishers also push towards their sites being mobile-friendly, using specific responsive templates that resize immediately when viewed on different devices. In the end. Marketers’ goals are to drive some sort of action from their ads, be it clicks, or sales. Viewability is only one piece of that puzzle although an important one.
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Ways to Improve Ad Viewability
Solutions and Strategies to improve viewability are:-
Page Length and Quality of the Content: According to Google, the factors having the most significant influence on the rates are the ad size, content length and engagement rate. Bigger ad creatives will attract a higher level of viewability. The shorter will be the content, the higher will be its viewability rates. Engaging and attractive content engages more customers.
Ad Placement, size and formats: Ads having different sizes and formats bring different effects for publishers. Generally, there are top-performing ad sizes which bring potential revenue to customers. Also, the placement matters, placing ads on above the fold tends to bring in more viewability.
Load Speed: Slow-loading websites have a lower reach, a bad user experience and high bounce rates. Publishers can make several technique adjustments for page speed optimization. You may use Google’s page speed insights tool to make your site load faster.
Ad Refresh: Ad refresh allows reloading ads if they are in view for some time. This will guarantee that the new ad will be visible immediately after rendering it. Also, this will increase your old placement’s viewability score in the ad server and get more ad impressions.
Publishers should pay attention to Viewability. They should always measure the viewability Rate Metric. Ideally, your Viewability Rate should be above 60% on any ad unit. The publishers must look on the above strategies and implement them accordingly to increase their ad viewability.
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