What is ad viewability?
Ad viewability is the percentage of ads that are actually seen by users. It is measured by the percentage of an ad’s pixels that are visible on the screen for at least one second. Ad viewability is important for both publishers and advertisers. Publishers want to ensure that their advertisers are paying for ads that are actually being seen, while advertisers want to make sure that their ads are reaching their target audience.
Why is ad viewability important?
Ad viewability is important for a number of reasons. First, it is a measure of the effectiveness of an advertising campaign. Advertisers only want to pay for ads that are actually being seen by users. Second, ad viewability can impact brand reputation. If an ad is not viewable, it is less likely to be remembered by users. Third, ad viewability can affect user experience. If a user is constantly bombarded with ads that they cannot see, they are more likely to leave a website.
How to improve ad viewability
There are a number of things that publishers and advertisers can do to improve ad viewability.
Publishers:
• Use above-the-fold ad placements. Above-the-fold ad placements are the most viewable ad placements because they are visible to users without having to scroll down the page.
• Use high-performing ad sizes. Certain ad sizes, such as 300×250 and 728×90, tend to perform better in terms of viewability than others.Optimize your page load speed. A slow-loading page can lead to low viewability rates.
• Use lazy loading. Lazy loading is a technique that delays the loading of images and other non-essential elements of a page until they are needed. This can help to improve page load speed and viewability.
• Use sticky ads and adhesion units. Sticky ads and adhesion units are ads that remain in view even as the user scrolls down the page. This can help to improve viewability rates for these ad placements.
Advertisers:
• Work with publishers who have high viewability rates. Advertisers should work with publishers who have a proven track record of delivering high viewability rates.
• Use ad verification tools. Ad verification tools can help advertisers to identify and avoid low-quality ad placements.
• Use viewability-based pricing. Some ad networks offer viewability-based pricing, which means that advertisers only pay when their ads are actually seen by users.
Certain ad sizes, such as 300×250 and 728×90, tend to perform better in terms of viewability than others. It’s also important to use responsive ad design so that your ads look good and are viewable on all devices.
Another important factor in ad viewability is page load speed. If your website takes too long to load, users are likely to leave before they even have a chance to see your ads. You can improve your page load speed by optimizing your images, minifying your code, and using a caching plugin.Finally, don’t forget to monitor your ad viewability rates on a regular basis. This will help you to identify any areas where you can improve.
