Introduction
First, let’s talk about some of the specific metrics that are used to measure viewability. The most commonly used metric is the MRC (Media Rating Council) standard, which defines a viewable display ad as one that has at least 50% of its pixels in view for at least one second. For video ads, the standard is slightly different: at least 50% of the video player must be in view for at least two consecutive seconds.
It’s worth noting that not all digital ad platforms or ad types are created equal when it comes to viewability. For example, some types of ad formats are inherently more viewable than others. In general, static image ads tend to have higher viewability rates than animated or video ads, simply because they take up less screen real estate and are easier to see at a glance.
Another factor that can impact viewability is ad placement. However, this isn’t always the case – it’s important to test different ad placements to see what works best for your specific audience and campaign goals.
So how can businesses optimize for viewability? Here are a few key strategies:
- Design ads with viewability in mind. This means using eye-catching visuals, clear messaging, and a design that stands out on the page. Avoid cluttered or overly complex designs that may be difficult to see or understand.
- Test different ad formats and placements. Test different options to see what works best for your audience and campaign goals.
- Use mobile-specific ad formats. This may include using shorter headlines, simplifying ad designs, and taking advantage of mobile-specific ad formats such as in-app ads.
- Monitor and optimize campaigns regularly. This may include adjusting ad placements, changing targeting parameters, or tweaking ad designs.
Conclusion
viewability marketing is a crucial tool for maximizing the impact of digital advertising. By measuring and optimizing ad viewability, businesses can ensure that their ad spend is being used effectively and efficiently, and drive real results for their brand.
