Ad viewability stands as a paramount concern for any digital publisher, given its pivotal role in optimizing inventory performance. In this discourse, I delve into the intricacies of ad viewability, pinpoint common pitfalls often encountered by publishers, and elucidate best practices for bolstering ad viewability.
Understanding Ad Viewability
As the term suggests, ad viewability pertains to the fraction of ad impressions that effectively engage user attention.
The Interactive Advertising Bureau (IAB) and the Media Rating Council (MRC) stipulate that an ad is considered viewable when at least 50% of its content is within the user's view for a minimum of one second (for display ads) or two seconds (for video ads). It's important to note that these guidelines can vary based on factors such as specific marketing strategies.
The significance of this metric cannot be underestimated, as inadequate viewability leads to reduced ad reach, lower click-through rates, a decrease in CPM (Cost Per Mille) values, and ultimately, diminished revenue.
The viewability score is calculated by dividing the Total Viewable Impressions by the Total Impressions and then multiplying by 100.
Ascertaining the Optimal Ads Viewability
To fully capitalize on inventory potential, it's advisable to aim for an ad viewability rate exceeding 70%, a consensus that echoes across reputable Supply-Side Platforms (SSPs). Nevertheless, a viewability range spanning 50% to 70% is considered acceptable and can still yield respectable CPM results.
Viewability metrics dipping below 50% should raise concerns, as advertisers are unlikely to allocate premium rates without commensurate value, thereby leading to a decrease in CPM.
Unpacking Low Ad Viewability
Several variables contribute to low viewability, and here I outline some prevalent factors:
Page Position: Ad placement profoundly influences visibility. Notably, ad placements must harmonize with ad dimensions, recognizing that certain sizes are optimally suited for specific positions. Furthermore, ads situated below the fold typically garner lower viewability.
Improper Ad Implementation: Swift ad rendering could result in ads going unnoticed as users swiftly exit the webpage. Conversely, extended load times, originating from suboptimal implementation or sluggish service responses, may cause ads to appear outside the user's immediate view.
Ad Unit Attributes: Certain ad formats, often owing to their dimensions (typically height), tend to underperform in viewability. A pertinent example is an unaffixed top leaderboard ad, which, despite being above the fold, risks scrolling out before rendering.
Content Type and User Behavior: Occasionally, viewability hinges on non-technical elements. For instance, users might encounter a clickbait headline, resulting in swift page abandonment before ad consumption.
Elevating Ad Viewability: Proven Strategies
Efficacy in addressing viewability concerns hinges on a methodical approach, encompassing the following strategies:
Ad Unit Evaluation: Alleviating viewability issues mandates an exhaustive assessment of each ad unit, involving meticulous examination and reporting of viewability per unit, per device (Mobile Web, Desktop Web, AMP, and Mobile App).
Incorporate High-Viewability Ad Units: Anchor Ads and Interstitials boast impressive viewability averages, ranging between 85% to 95%, and wield substantial potential in enhancing overall website viewability. Similarly, a 300x600 mobile ad unit often outperforms a 300x250 variant.
Implement Ad Refresh: Ad refresh mechanisms serve multiple ads within a unit when sustained viewport visibility endures. This augments ad impressions and concurrently elevates viewability. For optimal performance, it is best to keep the refresh time to a minimum of 45 seconds.
Enhance Ad Load Speed: Timely ad loading is instrumental; prolonged load times yield ads that surface beyond the viewport, engendering diminished viewability.
Integrate On-Demand Loading (Lazy Loading): This tactic ensures ads are exclusively fetched and rendered as needed within the viewport. The resultant reduction in server requests accelerates ad speed and amplifies viewability.
Optimize Website Page Speed: A webpage's load time significantly impacts ad performance. Thus, meticulous attention to load times via the implementation of best practices is imperative.
Utilizing Google Lighthouse within Google Chrome or visiting https://pagespeed.web.dev/ affords a comprehensive website speed assessment. A mobile page speed score of 70/100 and a desktop score of 80/100 represent commendable benchmarks.
The Nexus Between Ads Viewability and Total Impressions
A reciprocal relationship exists between ads viewability and total impressions within a website sharing identical traffic/pageviews. Hence, with equivalent pageviews, augmented viewability inversely corresponds with diminished ad impressions.
For a clearer grasp, consider the subsequent illustration:
Two websites—Website X and Website Y—each garner 100 daily pageviews. Both sites incorporate two ad units apiece.
Website X integrates lazy loading for ads, rendering them solely within the viewport.
Contrarily, Website Y lacks lazy loading mechanisms.
In a scenario where no user scrolls beyond 50% of the page:
Website X (without lazy loading) is poised to yield 100 (pageviews) x 2 (ad units) = 200 ad impressions.
Nevertheless, as 50% of the ad units lie outside the viewport, viewability clocks in at 50%.
Website Y (with ads lazy loading) will accumulate 100 (pageviews) x 1 (1 ad unit in viewport) = 100 ad impressions.
This propels Website Y's ad viewability to 100%, affirming the pertinence of well-executed lazy loading.
In conclusion, ad viewability is the linchpin of effective digital advertising, warranting meticulous consideration, and the methodical application of best practices for optimal performance.