Why is Ad Viewability Important in Digital Advertising?

Why is Ad Viewability Important in Digital Advertising?

Importance of ad viewability

Viewability is a metric used in digital advertising that measures an opportunity to see an ad by a real user. According to IAB, for an ad to count as ‘viewable’ half of it needs to visible to a user for at least 1 second. Based on Google conducted research the average viewability score is around 50.2%*. So if you are hoping for a 100% viewability rate you will be disappointed. Both publishers and advertisers are striving to increase their viewability rate, but what exactly are the factors we need to know when it comes to viewability?

What affects the viewability rate?

Viewability rates are affected by multiple reasons, all of which manageable by either side. When it comes to viewability, the quality of the websites content, loading speed, ads position, size, and overall quality need to be considered if looking for ways to improve this metric.

  • Position of the ad
    Position of the ad on the website is what influences the viewability the most. Above the fold ads on average have 68% viewability score, compared to 40% for below the fold ads. Based on the statistics, the ideal viewability score you should be aiming for needs to be either the same as average or slightly higher.
  • Type of ad
    Vertical and horizontal ads have different viewability rates. Adverts placed above the fold might have a higher viewability rate. However, vertical ads can perform just as good, since a viewer sees the ad while scrolling down the page.
  • Web Pages loading speed
    The banners above the fold might not get accounted as ‘viewable’ if the web page is loading slowly and a user has already scrolled to below the fold and has missed the ad. Different ad sizes and formats might perform better than others – such as vertical ads, as mentioned before.
  • Banner type
    Publishers are not the only ones that are accountable for the ad not to be seen by the user. Heavy content banners, that take a long time to load will miss the user’s attention. These types of banners might perform better below the fold as it will give them additional time to load.