Unlocking the Power of Viewability: Why It Matters and How to Improve It

If your ad isn’t seen, it doesn’t exist. We live in a world of views, engagement, and impressions where every advertiser’s and publisher’s goal is to cut through the noise, gain traction, and make a meaningful impact.

As the attention span of consumers becomes more and more limited, an ad’s viewability has become increasingly challenging for adtech companies to optimize.

To ensure objectivity and consistency in measuring viewability, the Interactive Advertising Bureau (IAB) has set clear guidelines. The IAB defines a viewable impression as an ad that meets specific criteria.

For in-stream video ads, it requires that 50% of the ad's pixels be visible in the browser window for a continuous 2 seconds. However, achieving optimal viewability is not always straightforward, as various factors come into play, such as ad size, placement, content context, user preferences, and attention span.

Why Is Viewability Important?

Viewability is a pivotal metric for advertisers and publishers, and its significance cannot be understated. It ensures that ads are actually seen by users, which is essential for measuring the effectiveness of campaigns and maximizing return on investment.

For Advertisers

Viewability is crucial for advertisers because it directly correlates with the effectiveness of their ad campaigns. In essence, if an ad is not viewable, it is unlikely to make any impact on user behavior. An invisible ad is a wasted investment.

Advertisers aim to deliver compelling content that captures their target audience's attention. Without viewability, the very essence of their campaigns is undermined.

For Publishers

Publishers serve as the lifeblood of the advertising ecosystem, providing the platform with their high volumes of traffic and potential inventory for advertisers to showcase their brands. In return, publishers generate revenue.

To attract high-quality brands and maintain a competitive edge, publishers must ensure high viewability rates for the ads displayed on their platforms.

High viewability rates serve as an indicator of aligning with the goals of the advertiser, the chance of whether that's increasing brand awareness, generating leads, or driving sales.

Ways to Improve Viewability

Enhancing viewability requires a strategic approach that considers both technical aspects and user experience. Here are some strategies to improve viewability:

Lazy Load

Lazy loading is a technique where content, including ads, is delayed until it's actually needed. For instance, videos load only when they enter the user's viewport or when the user initiates playback. This approach minimizes unnecessary data transfer and can significantly boost viewability.

Users are more likely to interact with content that's loaded when they need it, and it reduces the risk of users scrolling past ads before they even load.

Page Length

Shortening content or employing infinite scroll for longer content can help enhance viewability. By keeping pages within a single fold, users are more likely to engage with the content and ads.

When users don't have to scroll extensively, they have a greater chance of encountering ads and paying attention to them.

Reduce Latency

Faster ad loading is essential for improving viewability. Minimizing latency ensures that ads appear promptly when users visit a page or navigate through it. The faster an ad loads, the less likely users are to scroll past it or leave before it even displays.

Reducing latency is vital in capturing users' attention and retaining it.

Placement and Positioning

Strategically positioning videos and ads within the webpage layout is crucial for capturing users' attention. Ads should be placed in prominent areas where users are more likely to focus their attention.

Proper alignment of content with user focus can significantly improve viewability and engagement.

Content & Viewability

Content and viewability are intrinsically linked, and content can play a pivotal role in improving ad viewability. Here's how content can positively influence viewability:

Instream Ad Placement

Placing ads within relevant and engaging content encourages users to stay on the page and interact with the content. When users are engaged, they are more likely to watch full ads. The synergy between the content and ads ensures a more cohesive and engaging user experience.

Content & Ad Matching

Matching relevant video content with appropriate ads is a powerful strategy for boosting user engagement and viewability. When users see ads that align with the content they're consuming, they are more likely to pay attention and interact with the ad. This matching creates a more seamless and enjoyable experience for users.

Non-Intrusive Integration

Seamlessly integrating video ads within the viewing experience, often before, during, or after the main content, promotes full ad viewing without causing disruptions. When ads are seamlessly integrated into the user's journey, they are less likely to be perceived as intrusive, and users are more likely to watch them.

Conclusion

Viewability is a critical metric in the world of digital advertising. It ensures that the substantial investments made by advertisers and the revenue generated by publishers are not wasted on invisible or ineffective ads. By following best practices and strategies, advertisers and publishers can significantly enhance user engagement and boost viewability rates.

When advertisers and publishers work together to ensure that ads are seen and engaged, the entire digital advertising ecosystem benefits. Viewability is the key to unlocking the full potential of online advertising and maximizing its impact on both advertisers and publishers.