Exposure time refers to the amount of time that an ad is displayed in front of a user. When it comes to measuring ad performance, exposure time plays a crucial role. In this article, we'll dive into what it is, how it's measured, and why it matters.
Exposure time, also known as view duration or dwell time, refers to the amount of time that an ad is in view on a user's screen. It's typically measured in seconds and can be used as an indication of ad viewability.
Exposure time is measured using impression tracking technology that tracks when an ad appears on a screen and how long it remains visible. The use of this technology enables advertisers to understand the view-through rate of their ads and calculate metrics such as time-in-view and attention metrics.
Exposure time is a critical metric when it comes to measuring ad effectiveness. It helps advertisers understand how long their ads are being viewed for and whether they are reaching their target audience. Longer exposure times generally indicate higher levels of engagement with an ad, which can lead to more conversions.
Ad viewability refers to the measurement of whether an ad has been displayed in such a way that it's likely to have been seen by a user. Exposure time plays a key role in determining whether an ad has achieved viewability.
Impression tracking involves using technology that tracks when an ad appears on a user's screen. By doing so, advertisers can understand how long their ads are being viewed for, which can inform decisions around campaign optimization.
View-through rate (VTR) refers to the percentage of users who saw an ad and then completed a specific action (such as making a purchase or submitting a form). Understanding exposure time can help advertisers optimize their campaigns for higher VTRs.
Time-in-view refers to the amount of time that an ad is in view on a user's screen. It's a metric that's closely related to exposure time and can be used by advertisers to optimize their campaigns.
Attention metrics refer to a range of metrics that are used to measure how much attention users are paying to an ad. Exposure time is one of the most important attention metrics, as it indicates how long users are engaging with an ad.
