Viewability
Viewability refers to the likelihood or probability that an online advertisement is actually seen by users. It's a critical metric in digital marketing because an ad is only effective if it is visible to its audience. High viewability means ads have a greater chance of being noticed, making them more valuable to advertisers.
Definition of Viewability
Viewability is typically defined based on two criteria:
Viewable Area:
At least 50% of the ad's pixels must be visible on the user's screen.
Viewable Time:
The ad must be visible for at least 1 second for display ads, and at least 2 seconds for video ads.
Methods of Measuring Viewability
Viewability is measured using various tools and technologies provided by ad servers and networks. These tools track whether an ad is displayed on a user's screen and generate viewability reports. Common measurement methods include:
Pixel Tracking:
This method involves embedding a tracking pixel in the ad to monitor its display.
JavaScript Code:
JavaScript code embedded in the ad can track in real-time whether the ad is being viewed.
Third-Party Tools:
Services such as DoubleVerify and Moat offer advanced viewability measurement and verification.
Strategies to Improve Viewability
To enhance viewability, several strategies can be employed:
Ad Placement:
Positioning ads above the fold (on the first screen without scrolling) increases the likelihood that users will see them.
Ad Size:
Choosing high-viewability ad sizes, such as 300x250 (medium rectangle) and 728x90 (leaderboard), can improve visibility.
Page Load Speed:
Optimizing page load speed ensures ads appear quickly, reducing the chance that users will leave before the ads load.
Mobile Optimization:
Implementing responsive design ensures ads are properly displayed on mobile devices.
Sticky Ads:
Using sticky ads that remain in a fixed position as users scroll can maintain visibility.
Benefits of High Viewability
Improved Ad Effectiveness:
Ads that are more likely to be seen by users can lead to higher engagement and conversion rates.
Increased Advertiser Satisfaction:
Ensuring ads are viewable can boost advertiser confidence and satisfaction, leading to more successful campaigns.
Enhanced Brand Awareness:
Visible ads contribute to greater brand recognition and recall.
Conclusion
Viewability is a crucial metric for evaluating the effectiveness of online advertisements. It measures whether ads are actually seen by users, based on viewable area and time. Improving viewability involves strategic ad placement, selecting appropriate ad sizes, optimizing page load speed, ensuring mobile compatibility, and using sticky ads. High viewability leads to more effective ads, increased advertiser satisfaction, and enhanced brand awareness, making it an essential aspect of successful digital marketing campaigns.