• July 23, 2021

Viewability. What it is, How to measure it, and Which tools can be useful?

Viewability. What it is, How to measure it, and Which tools can be useful?

Viewability. What it is, How to measure it, and Which tools can be useful? 742 439 DataLit

You may have heard of viewability in the online advertising industry. However, because of the speed of digital transformation in online advertising, there are still second thoughts about what viewability is, what the required tools and standards are, and why it makes a difference for digital advertisers. In this post, we will clarify what viewability is, how one can measure it, and what tools can come in handy to be useful to further improve it.

What is Viewability?

Viewability is a metric of how noticeable your ads are to a user. It assists you with tracking the genuine number of impressions that your ads could get from the viewers. With this, you can get a far clearer depiction and understanding of the adequacy of your ads served on digital media platforms. Earlier, served impressions were utilized to determine the viewability.

However, viewability comprises of two sections:

  •     The portions of an ad that are viewable, and
  •     For how long the ad is viewable.

As a principle, an ad is supposed to be viewable if essentially half of it is visible for at least one second. For video ads, the time slot is at least two seconds. With viewability, it is very simple for advertisers to assess the performance of their ads served on online media platforms when compared to others like print and TV.

 Why is Viewability Important?

With a lot of served ads not getting viewed by viewers, this makes digital advertisers shed a large number of dollars in ad budgets every year. Furthermore, for a publisher, this declines the worth of their ad inventory.

Hence, the advertising business is right now moving into valuing visible impressions instead of served impressions, which we presently know, can be one-sided. Today, advertisers will generally bid for visible impressions as they have an expanded possibility of their ads being seen by users.

There are a couple of reasons why viewability is significant for digital advertisers. Viewability ensures that you track real human perspectives vs. bots. It also allows you to track which ads support more viewership and engagement. Likewise, viewability will give you bits of information to choose where to put ads that are bound to be viewed by prospects.

Similarly, viewability is important for a publisher as it assists them with understanding the actual performance of every ad placement location. For the publisher, viewability implies they should re-evaluate and adapt viewability tools to fulfill the demands of advertisers.

How to Measure Viewability?

The Media Rating Council has a bunch of viewability metrics and rules for advertisers and publishers to refer to. Following guidelines are what it takes for an ad to be considered viewable:

  1. Desktop display ads require at least half of the ad viewability for somewhere around one second.
  2. Desktop video ads require at least half of the pixels in view for somewhere around two seconds.
  3. Huge desktop ad units require at least 30% of pixels in view for somewhere around one second.

The MRC has additionally proposed similar viewability rules for smartphones. In any case, viewability guidelines are continually being worked on. If you want to get a generalized idea of your viewability rate, you can use the following formula as a rule: 

Useful Tools to Improve Ad Viewability

These tools are useful tools that advertisers and publishers can use to get automatic information from their ads. These ad analytics tools can gather information from all digital channels and report them together so that you can design your ad viewability measures accordingly. They make it possible for advertisers to make reports without depending on data scientists and perform a rigorous analysis and track ad viewability.

Google Analytics

Google Analytics comes along with numerous features and reports that can assist its users with analyzing and further develop their digital advertising campaigns. You can utilize it to make remarketing audiences based on user behavior, interests, and audience segmentation. With Google Analytics, you can visualize different metrics related to digital ads. It will help you extract more insights from your ad information. 

HubSpot

This tool will allow you to integrate the performance of your ad campaigns into business and revenue development. It is the best tool for you to track the achievement of your social media ad campaigns and also understand the viewability of your served ads. You can likewise compare the performance of numerous social channels to measure the performance of your ads. It has broad charts, and other visuals that show the numbers by the particular platform features like meeting lengths, audience, and impressions.

Cyfe

Cyfe is an all-in-one, single dashboard tool for advertisers and publishers. It can be integrated with most of the social media platforms, CRM, and analytics platforms that are available on the Web. By utilization of such integrations, Cyfe makes a dashboard that shows what changes in a single moment affect results in another. You can follow everything from social media to Google Ads to finance and sales of your ads. Custom dashboard management and report building make it possible for you to make various dashboards based on your ad goals.

Final Thoughts

Viewability, in reality, will keep on being a growing metric that a lot of advertisers will adopt. It’s difficult to anticipate the drawn-out impacts of viewability however rest assured that a firm viewability standard should be implemented. What’s significant for you as an advertiser is to work with the right vendors and publishers who are following the best viewability practices and standards, and are transparent with regards to reporting data measurement.