Ad Viewability

Overview

Ad Viewability is a crucial metric in digital advertising that determines whether an ad has the potential to be seen by a user or not. It's not just about whether the ad was loaded on the page, but whether it was actually in a position where a user could see it. The Interactive Advertising Bureau (IAB) defines an ad as viewable if at least 50% of its pixels are visible on the screen for a minimum of one second (for display ads) or two seconds (for video ads). It's worth noting that viewability does not guarantee that an ad was actually seen, only that it had the opportunity to be seen.

Useage Types

For Advertisers

Advertisers can use viewability metrics to ensure they are getting value for their advertising spend. If an ad isn't viewable, it can't possibly lead to a conversion. Therefore, advertisers will seek to place their ads in viewable positions and may adjust their bidding strategy based on viewability metrics. Understanding and optimizing for ad viewability can improve return on investment (ROI) in digital advertising campaigns.

For Publishers

Publishers can use viewability metrics to demonstrate value to advertisers. By showing that their placements offer high viewability, they can potentially command higher prices for ad space. Furthermore, understanding viewability can help publishers design their sites for better ad visibility, thus increasing their potential ad revenue.

For Users

While users don't directly interact with viewability metrics, these measurements do indirectly impact the user experience. Ads that are placed with viewability in mind are less likely to be obtrusive or annoying. A focus on viewability can also lead to better ad quality as advertisers aim to create ads that users will want to view.

Ad Viewability Standards

The Media Rating Council (MRC), in conjunction with the IAB, has set the standard for what counts as a viewable impression. For display ads, at least 50% of the pixels must be in the viewable portion of an internet browser for a minimum of one continuous second to qualify as a viewable display impression. Video ads, on the other hand, require that at least 50% of pixels must be visible for a minimum of two continuous seconds.

Improving Ad Viewability

There are a number of ways to improve ad viewability. These include:

• Site Design: A well-designed site can improve ad viewability. This includes the layout of content and where ads are placed.
• Ad Size: Larger ads typically have higher viewability rates. The IAB has identified a number of "rising star" ad sizes that have particularly high viewability.
• Ad Position: Ads that are placed "above the fold," or higher up on a webpage, typically have higher viewability than those "below the fold."
• Avoid Ad Refreshing: If ads are frequently refreshed, it decreases the chances of them being viewed.
• Quality of Content: High-quality content that engages users will increase the likelihood of ads being viewed.

Measurement and Reporting Tools

There are a number of tools that can measure and report on ad viewability. These include Google's Active View, Comscore's validated Campaign Essentials (vCE), and Integral Ad Science's viewability measurement tools, among others. These tools help advertisers and publishers track viewability and adjust their strategies accordingly.