How to Improve Ad Viewability: One Stop Guide for Publishers
Ad viewability is the percentage of ads that are actually seen by users. It’s an important metric for publishers to track because it can impact their ad revenue and user experience.The Interactive Advertising Bureau (IAB) defines a viewable ad as one in which at least 50% of its pixels are in view for at least 1 second. For video ads, at least 50% of the ad’s pixels must be in view for at least 2 seconds.
Why is ad viewability important?
Ad viewability is important for publishers because it can impact their ad revenue. Advertisers are willing to pay more for ads that are more likely to be seen by users.Ad viewability is also important for user experience. Users are more likely to engage with ads that they can actually see.
How to measure ad viewability:
There are a number of different ways to measure ad viewability. Some of the most common methods include:
• Third-party vendors:There are a number of third-party vendors that offer ad viewability measurement services. These services typically work by placing a small piece of code on your website that tracks how ads are displayed to users.
• Ad servers: Most ad servers offer ad viewability measurement capabilities. These capabilities typically work by tracking how ads are displayed on your website and comparing the data to the IAB’s viewability standards.
• Custom solutions: You can also develop your own custom ad viewability measurement solution. However, this is typically only recommended for publishers with large ad inventories.
How to improve ad viewability:
There are a number of things that publishers can do to improve ad viewability. Some of the most common tips include:
• Use responsive ad units: Responsive ad units automatically resize to fit the available space on a user’s screen. This helps to ensure that your ads are always visible to users, regardless of the device they’re using.
• Place your ads above the fold: Ads that are placed above the fold are more likely to be seen by users because they don’t have to scroll down to see them.
• Avoid using too many ads on a page: Too many ads on a page can make it difficult for users to see any of them. Try to limit the number of ads on a page to a reasonable number.
• Use high-quality ad creatives: Ads that are well-designed and relevant to your content are more likely to be noticed by users.
• Avoid using ad blockers: Ad blockers are software programs that prevent users from seeing ads. Publishers can encourage users to disable ad blockers by explaining that ad revenue helps to support the content that they enjoy.
The following are some viewability benchmarks for different types of ads:
• Display ads: 50-60%
• Video ads: 70-80%
• Native ads: 60-70%
If your ad viewability rates are below these benchmarks, there are a number of things you can do to improve them. You can use the tips above to get started.