{"id":624,"date":"2022-12-12T13:49:53","date_gmt":"2022-12-12T13:49:53","guid":{"rendered":"https:\/\/okonet.kinsta.cloud\/?p=624"},"modified":"2022-12-12T13:49:53","modified_gmt":"2022-12-12T13:49:53","slug":"breaking-into-the-ad-world-why-is-viewability-important","status":"publish","type":"post","link":"https:\/\/cool.co\/publisher-experiences-home\/2022\/12\/12\/breaking-into-the-ad-world-why-is-viewability-important\/","title":{"rendered":"Breaking into the Ad World: Why is Viewability Important?"},"content":{"rendered":"

Have you ever wondered \u201cWhy is viewability important?\u201d. Well, ad viewability plays a major role in a marketing campaign\u2019s overall success. From static banner ads to\u00a0dynamic video ad solutions<\/a>, there are many ways to make the overall ad experience more viewable to your consumers. When you publish new ads to your platform, it is helpful to measure just how many of those new ads get in front of your viewers\u2019 eyes. This is the foundation for measuring your ad\u2019s viewability across the board, which may result in an effort to increase the visibility options of each ad type.<\/p>\n

Below, we bring our expertise in\u00a0advertising and engagement<\/a>\u00a0to explain why viewability is key to success on the front, how to improve viewability for individual ads, and how to improve ad viewability for your website as a whole.<\/p>\n

Ad Viewability Explained<\/b><\/h3>\n

With handfuls of served ads getting published on your platform on a consistent basis, it can be easy to lose track of top performers versus underplayed ads. Measuring overall ad viewability can help you more deeply understand what about your ads is attracting new viewers to your site, and what is keeping loyal customers coming back for more.<\/p>\n

The\u00a0Media Rating Council<\/a>\u00a0and the Interactive Advertising Bureau define an ad as \u201cviewable\u201d if\u00a050% of a display ad is visible for at least one second<\/b>, or if\u00a050% of a video ad is visible for at least 2 seconds<\/b>. Apparently, only 46% of ads out there are currently considered to be viewable by the average consumer.<\/p>\n

It\u2019s time to make these numbers soar even higher by utilizing an inventory of high-viewability ads. Let\u2019s find out why viewability plays such a significant role in helping your publishing platform achieve its goals of growth or profitability.<\/p>\n

Why is Viewability Important? Why Optimize Viewability?<\/b><\/h3>\n

Publishers looking to learn how to improve viewability overall might also wonder why is viewability important to begin with. Why is bidding so high \u2013 and strong \u2013 for viewable ads? Are you paying for ads and impressions that can\u2019t even be seen by your visitors? Why is the relationship between viewable ads and publishers so unique?<\/p>\n

Let\u2019s answer these questions one at a time:<\/p>\n

1. Why is bidding so high \u2013 and strong \u2013 for viewable ads?\u00a0<\/strong><\/p>\n

With the cat out of the bag, it\u2019s no secret that optimizing for viewability can result in a huge increase in any company\u2019s bottom line. Because of this, a more direct effort has been made to research, forecast, target, and acquire ads with the highest rates of viewability. A few years ago, Google created a display network that was 100% visible, which is now apparent on Google\u2019s current GDN. Google also stopped asking advertisers to pay for ads that are not 100% viewable.<\/p>\n

2. Are you paying for impressions that can\u2019t even be seen by your visitors?<\/strong><\/p>\n

It\u2019s vital that you implement a\u00a0full ad management system<\/a>\u00a0with the ability to track any number of ad metrics. Some of your ads may be showing up in positions that can\u2019t be seen by your viewers without you even knowing it. You don\u2019t want to pay for impressions that aren\u2019t getting in front of the eyes of current and future consumers. If this is happening, it is a good idea to track how many times this occurred so you can reconfigure your ad placements moving forward.<\/p>\n

3. Why is the relationship between viewable ads and publishers so unique?<\/strong><\/p>\n

It has taken the publishing community a bit longer than other industries to board the viewability train. Initially, publishers were worried that only getting paid for viewable ads, rather than for overall impressions, would result in decreased ROI (Return on Investment) and a loss in precious advertising income.<\/p>\n

But many small and large publishers alike made the wise decision to sell viewable ads as premium content, earning higher bids and making up for any other revenue that might have been lost. We hope you have a better understanding of questions surrounding \u201cWhy is viewability important?\u201d<\/p>\n

Tips for Optimizing Viewability on Your Publishing Site<\/b><\/h3>\n

Your ad\u2019s viewability score will determine its popularity and its potential for earning you more consistent revenue. If you\u2019re currently in a position to reevaluate and rearrange your\u00a0viewable ads and engaging content<\/a>\u00a0to rake in more traffic, take a look at these quick tips.<\/p>\n

1. Choose Top-Performing Ad Sizes<\/p>\n

There are a myriad of ad sizes to choose from when determining ad placements on your publishing site. However, certain sizes and styles of ads have been shown to have much higher viewability scores than others.<\/p>\n

For example, one\u00a0eMarketer report<\/a>\u00a0determined that the ad sizes with the best viewability for\u00a0mobile<\/b>\u00a0are:<\/p>\n