If you're a product manager looking to improve ad viewability, this article is for you.
In the ever-changing world of digital advertising, product managers must stay up-to-date with key performance indicators (KPIs) to ensure they are measuring their ad campaigns effectively. One of the most important KPIs to consider is ad viewability, which measures whether or not an ad is actually seen by a user. In this article, we will explore what ad viewability is, why it is important, and the various KPIs and tools available to measure it.
Ad viewability refers to the measurement of whether or not an ad was able to be seen by a user. In order to be considered "viewable," an ad must meet certain parameters set by industry standards. Typically, an ad is considered "viewable" if it is at least 50% visible on the screen for at least one second.
Viewability measurement has become increasingly important in the digital advertising world as it allows advertisers to ensure that their ads are being seen by their target audience. In the past, advertisers would pay for ad placements without knowing whether or not their ads were actually being viewed. This led to a lot of wasted ad spend and frustration among advertisers.
However, with the introduction of viewability measurement, advertisers can now track the performance of their ads and adjust their ad placements accordingly. This has led to a more efficient and effective advertising ecosystem.
Ad viewability is important to advertisers because it ensures that their ads are actually being seen by their target audience. Without proper viewability measurement, advertisers may not be getting the full value of their ad spend. Additionally, viewability can also impact the performance of an ad - if an ad is not viewable, it cannot engage the user and drive conversions.
For example, if an ad is placed at the bottom of a webpage where users are unlikely to scroll, it may not be viewable to the majority of users. This means that the ad is not engaging users and is unlikely to drive conversions. By tracking viewability, advertisers can identify these types of issues and adjust their ad placements accordingly.
Viewability is also important for publishers, as it allows them to demonstrate the value of their ad placements to advertisers. By providing viewability metrics, publishers can show advertisers that their ads are being seen and justify their ad rates.
The industry standard for ad viewability is set by the Media Rating Council (MRC), which requires that at least 50% of an ad must be in-view for at least one second in order to be considered viewable. However, some organizations may choose to use a stricter viewability standard, such as 100% in-view for one second.
It's important to note that viewability is just one metric used to measure the effectiveness of an ad. Other metrics, such as click-through rate and conversion rate, are also important indicators of an ad's performance. However, viewability provides a baseline measurement for whether or not an ad is even being seen by users.
As the digital advertising landscape continues to evolve, it's likely that viewability standards and benchmarks will also evolve. Advertisers and publishers should stay up-to-date on these changes in order to ensure that their ad placements are meeting industry standards and providing value to their businesses.
Ad viewability is a critical metric for advertisers to measure the effectiveness of their advertising campaigns. By ensuring that their ads are viewable by the target audience, advertisers can maximize the impact of their ad spend and drive real results. Let's take a closer look at some of the key performance indicators (KPIs) for ad viewability:
Viewable impressions refer to the number of times an ad was loaded and at least 50% of it was in-view for at least one second. This KPI is important because it measures the effectiveness of an ad in terms of being actually viewed by potential customers. Advertisers need to ensure that their ads are being seen by the target audience to drive engagement and ultimately, conversions.
For example, let's say that an advertiser runs a display ad campaign with 10,000 impressions. If only 5,000 of those impressions were viewable, the campaign's viewability rate would be 50%. This means that half of the ad spend was wasted on impressions that were not viewable by potential customers.
The viewability rate is the percentage of impressions that meet the industry standard for viewability. The industry standard for viewability is that at least 50% of the ad must be in-view for at least one second. A high viewability rate indicates that an advertiser is getting the most out of their ad spend by ensuring their ads are being seen by the target audience.
It's important to note that viewability rates can vary depending on the ad format and placement. For example, video ads may have a lower viewability rate than display ads due to the nature of the format. Advertisers need to measure viewability rates for each ad format and placement to optimize their campaigns for maximum effectiveness.
Time in view measures the amount of time an ad was on-screen and at least 50% in-view. This KPI is important because it indicates the potential for engagement - the longer a user spends looking at an ad, the more likely they are to engage with it. Advertisers need to measure time in view to ensure that their ads are not only viewable, but also engaging.
For example, let's say that an advertiser runs a display ad campaign with 10,000 impressions. If only 2,000 of those impressions were in-view for more than five seconds, the campaign's time in view rate would be 20%. This means that only 20% of the ad spend was potentially engaging to the target audience.
Engagement metrics, such as click-through rate (CTR) and conversion rate, are important to measure in conjunction with viewability metrics. These KPIs can provide insight into how effective an ad is in driving actual conversions and sales, rather than just being seen on-screen.
For example, let's say that an advertiser runs a display ad campaign with 10,000 impressions and a viewability rate of 70%. If the campaign has a CTR of 1% and a conversion rate of 5%, the advertiser can calculate the return on ad spend (ROAS) to determine the effectiveness of the campaign. If the ROAS is high, the advertiser can conclude that the campaign was successful in driving conversions and sales.
The placement and size of an ad can impact its viewability. Ads positioned above-the-fold and taking up more screen real estate are more likely to be seen and engaged with. Measuring the viewability of different ad placement and size options can help advertisers optimize their campaigns for maximum effectiveness.
For example, let's say that an advertiser runs a display ad campaign with 10,000 impressions and tests two different ad sizes - 300x250 and 728x90. If the 728x90 ad has a higher viewability rate and time in view rate than the 300x250 ad, the advertiser can conclude that the larger ad size is more effective in engaging the target audience.
Overall, measuring ad viewability is critical for advertisers to ensure that their ad spend is being used effectively. By tracking KPIs such as viewable impressions, viewability rate, time in view, engagement metrics, and ad placement and size, advertisers can optimize their campaigns for maximum impact and drive real results.
In today's digital age, advertising is an essential component of any successful marketing strategy. However, with so many ads vying for consumers' attention, it's crucial to ensure that your ads are actually being seen by your target audience. This is where ad viewability comes into play.
Ad viewability refers to the percentage of an ad that is actually visible to the user. In other words, if an ad is placed at the bottom of a webpage and the user never scrolls down to see it, that ad is not considered viewable. As a product manager, it's crucial to measure ad viewability rates to ensure that your ads are being seen by your target audience and to optimize campaigns for better performance.
One popular tool for measuring ad viewability is Google's Active View. This tool provides real-time data on viewability rates and offers insights on optimizing campaigns for better performance. With Active View, advertisers can measure viewability across display, video, and mobile campaigns, providing a comprehensive view of ad performance.
Integral Ad Science is another popular tool for measuring and optimizing ad viewability. Their platform provides detailed metrics on viewability rates, as well as tools for pre-bid analysis and post-campaign optimization. In addition to measuring ad viewability, Integral Ad Science also offers tools for measuring ad fraud and brand safety, ensuring that your ads are being seen by real people in a safe and brand-appropriate environment.
Moat Analytics is a third tool for measuring ad viewability and other engagement metrics. Their platform offers comprehensive reporting and insights to help advertisers optimize campaigns for better performance. In addition to measuring viewability rates, Moat Analytics also offers tools for measuring ad attention and ad quality, providing a holistic view of ad performance.
Comscore's vCE (validated Campaign Essentials) is another popular tool for measuring ad viewability. This platform provides detailed reporting on viewability, reach, and engagement metrics for digital campaigns. In addition to measuring ad viewability, Comscore vCE also offers tools for in-flight optimization and audience targeting, helping advertisers to reach their desired audience and optimize campaigns in real-time.
Overall, ad viewability is a critical KPI for product managers to consider when optimizing their digital advertising campaigns. By understanding the importance of ad viewability, measuring relevant KPIs, and using the right tools and techniques, product managers can ensure they are maximizing the effectiveness of their campaigns and driving real results.