In the today’s digital advertising ecosystem, viewability weighs a lot. For brands, it is an indication of high quality ads. For publishers, it is about the inventory appeal. For technology contributors, it is the currency everyone wants to trade on.
But what makes an ad viewable? Are there factors that affect the viewability? How can viewability be tracked when the process is automated? Read further to learn more.
What is Brand Advertising?
These days, when there are plenty of organizations working in the same field, there is a strong competition within them. To ensure sustainability, it is very important that the organizations and their brands stand out from the crowd in order to create a strong brand recognition.
Advertising is the procedure in which a product is being showcased in a proper way so that it attracts maximum number of customer outreach. Brand Advertising is a very important task as through this procedure a brand is being featured in such a way that builds a long-term relationship with the users and handlers.
What is Viewability?
The simple concept of viewability describes whether an advertisement has been seen by a user. If we consider the brand’s point of view, then viewability is the monitoring agent for ads which are high quality.
It is difficult to track the abstract concepts and this difficulty is brought at ease by viewability. To be viewable, ads must appear on the part of the page that is on screen, known as the viewport.
This graph as a resource is a witness that the advertisements which are viewable make a larger impact and more difference than non-viewable advertisements.
If we critically analyze the concept of viewability, then it can be understood that the users define this particular concept. The number of times a user visits a brand site, that particular site is more viewable.
There are a few technical terms which are implemented in this case such as viewport which signifies the particular location on a page where the ad should appear.
Even the duration for which a pictorial ad or rather a video should stay on the viewport is being defined by organizations such as the Internet Advertising Bureau (IAB).
For example, IAB defines a factor called viewable impressions which are used to measure the efficient viewability of an ad. It refers to an ad which appears at least 50% on screen for more time than 1 minute.
How Should Viewability be Measured?
It is a bit difficult to measure viewability, however these four factors should be considered while measuring:
With the task of fraud detection, viewability can be effectively measured as this helps to block all the non-human traffic mechanisms such as general and sophisticated ones as being pointed out by Media Rating Council (MRC).
The fraud ones obviously do not use ad blockers as it will not match their purpose. But special care needs to be taken to remove those traffic which is initiated by human ad blockers.
When Ads Are Not Viewable
While measuring the viewability, it is very important that all the ads are considered. This is because there are certain ads which take time to load as they may be initially loaded in a hidden window or tab.
Mobile is Completely Different From the Desktop
The ad viewing experience on desktop and mobile are completely different. There have been proper attempts made to increase the viewability rate of the desktop but it should not be compared with that of mobile because the comfort zone of a user is different with a mobile.
According to resources such as the Quarter 2 report of 2017, it has been observed that the average viewability rate is 54.78% while the user engagement with certain ads is given as 13.8%. This reveals the standard rate of achievement in this arena.
Factors Influencing Viewability?
Since efficient Brand development is our concern, we should watch the way ahead. There are certain factors which influence the measurable rates up to a certain extent and they are described below in details:
Programmatic Ad Buying
It is pretty obvious that whenever there is involvement of technology, there is development also involved. The time since when due to programmatic advertising, software is used to control ad buying, there are fewer chances of discrepancy and with the efficiency involved, there is an enhancement of viewability.
Music is Life
Sometimes it happens that the ad is not at all viewable, in that case, music saves the battle. This is because almost every human being is fond of music and in case of non-viewable ads, they prefer listening to the music which is also a part of the content. This helps to enhance the brand in many ways.
Size of the Content
It is evident that the size of the content influences the viewability.
The above figure shows the recent statistics how viewability differs on the basis of the size of the ad. It shows that the content having the biggest size has the higher viewability rate.
Type of the Device Involved
Resources have revealed that the type of device involved influences the rate of viewability.
According to the graph shown, mobile has the highest rate of visibility rate as compared to desktop.
In the recent times, viewability has turned out to be the primary tool for the brand advertising. This is a tool which helps to track the brand recognition which in turn helps the organizations to configure its innovations in the proper track.