Ad viewability is relatively a new concept in digital marketing. Research shows that 54% of the Ads were not being seen even though advertisers pay for it. Viewability is the online metric used to measure impressions that are visible on the screen of the user. The Ad is said to be viewable if 50% of its pixel is viewed for at least 1 second on a mobile device, and 2 seconds on the desktop. A lot of factors have to be considered while designing and placing the Ads on various channels.
Here are a few aspects that influence the Ad viewability
Ad position has significant impact
The most viewable position of the Ad is right above the Fold( Fold is a portion of the web page which is visible without scrolling, to find the fold for your web page click here- http://whereisthefold.com/ ), not at the top of the page. Analysis has found that there is a significant drop in the Ad viewability when the Ad is placed below the fold, most of the people don’t scroll down to see the Ad. And not all Ads that are placed above the fold is viewable. Google found that most viewable position for the Ad is just above the fold and not at the top of the page.
Ad size matters
Besides the page position, a good Ad size will prove to be very beneficial. The most viewed display Ad sizes are vertical units since they tend to stay on the screen longer even when the user scrolls down, he will still be able to see a portion of the Ad, the size of about 120 x 240 has about 56% views. The other Ad sizes that have good viewability are- 240 x 400 gets about 54% of the views.160 x600 gets about 53% of the views.120 x600 gets about 52% of the views.
Keep in mind the Factors that influence the viewability
Interactive rich media formats like videos are likely to get more views that static Ads. HTML5 Ads outperform both Flash rich media and Flash standard banners . Mobile Ad units have higher viewability rates than desktop Ads. Viewability rates go up when advertisers adopt more interactive formats.
Have third party vendors to measure the viewability
Having third party vendors to perform verification, will allow advertisers and agencies to independently verify the flavor of the viewability metric and take information-backed decisions from an investment standpoint. Third party viewability verification will allow you to measure and compare viewability, across multiple publishers. Third party verifications have emerged as the key component for credible measurements for viewability.
Don’t let your Advertisement budget go down the drains by paying for Ads that don’t have visibility. Invest smart, select a good publisher and place your Ads such that it has the best viewability possible. Make sure your Ads have a good viewability so that impressions are created and returns are realized through the Ads. Check if your Ads are viewable. Are they creating an impression on the viewers?