As advertisers, we want to make sure our ads are being seen by our target audience. But how do we know if our ads are actually being viewed? This is where viewability rate comes in.
Viewability rate is a metric that measures the percentage of ad impressions that are actually seen by users. In order to be considered viewable, an ad must meet certain standards set by the industry.
The industry standard for viewability is that at least 50% of an ad's pixels must be in the user's view for at least one second. For video ads, the standard is that at least 50% of the video player must be in view for at least two seconds.
Viewability rate is important because it tells us whether or not our ads are actually being seen by our target audience. If our ads are not viewable, then we are essentially wasting money on impressions that are not going to drive results. By monitoring viewability rate, we can optimize our campaigns to ensure that our ads are being seen.
Viewability rate is measured through ad verification vendors such as Integral Ad Science or DoubleVerify. These vendors use technology to track whether or not an ad meets the industry standards for viewability.
There is no one-size-fits-all answer to this question since it varies by industry and ad format. However, a general benchmark for display ads is around 50%, while video ads should aim for around 70%.
There are several ways to improve your viewability rate, such as optimizing your ad placements, using larger ad sizes, and avoiding cluttered pages. It's also important to work with reputable publishers and ad networks who prioritize viewability.
Improving viewability rate can lead to better ad performance and higher ROI. It also allows advertisers to make more informed decisions about where to allocate their advertising budget.
In conclusion, monitoring viewability rate is essential for measuring ad performance and ensuring that your ads are actually being seen by your target audience. By following the industry standards for viewability and optimizing your campaigns, you can improve your viewability rate and drive better results.
