Ad viewability is the metric that depicts how visible ads on a website are for users. Five years ago the Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) determined that to be deemed “visible,” at least half, or 50%, of an ad must be shown for at least one second for a display ad or two seconds for videos. For some reason, not everyone has accepted these parameters, which means that marketers and media providers use different definitions of viewability.
What Makes Viewability Important?
Viewability is important for both brand advertising and performance advertising. This means that how long an ad is viewable will influence the viewer. Both on brand awareness and conversions.
Further, viewability is considered a key performance indicator. Marketers look at how often an ad is being viewed to understand the impression quality, ensure their investment is accurate, and understand the publishers overall inventory.
What Does Inconsistency in Ad Viewability Mean?
Well, if different sites use different viewability standards to report results, marketers could come to the wrong conclusions about how well their ads are performing. In turn, this could lead to increased ad spend in the wrong area.
For publishers, having a non-standard viewability metric could impact your ad revenue. Advertisers don’t want to purchase ad spots that aren’t getting viewed and generating revenue for them. Some sites consider ads as being “served,” even if the users have to scroll down to see them. If visitors aren’t scrolling down, that means lost views for the marketers. If marketers discover their ads aren’t being viewed, they might stop buying ads on your site.
Best Practices for Best Viewability for Advertisers
For advertisers, it’s important to think strategically about your ads while they are being designed. For example, include your logo or any critical information at the top of the ad. This way viewers will have a higher chance of seeing it, even if they don’t see the entire advertisement. Design your ads to be clear and un-cluttered so that your key message is easily visible.
How Publishers Can Improve Viewability
If you’re trying to figure out how to best improve the viewability of ads on your website, there are a few things to keep in mind. First of all, make sure that you optimize the ad space “above the fold,” or before a user has to scroll. Make sure you have enough ads there, but also don’t overcrowd your site with ads. It might take too long to load, decreasing the viewership of the entire page. Always play with a variety of ad sizes and types to determine what works best for you.
Ready to get started? If your ad revenue isn’t where you’d like it to be, reach out to The Moneytizer today. We’d love to help you increase your income by creating a great advertising experience on your website.