Creating an ad is the first step in getting your brand’s message across, but is it view-worthy? Ad Viewability measures how visible web/mobile app ads are to users. According to the Internet Advertising Bureau (IAB), at least half the creative must display on the screen for over a second for the ad to be marked as ‘viewed’.
The Problem with Viewability
As online advertising matured, advertisers noticed that while they may be publishing display ads, users that navigated away from the page or didn’t scroll to where the ad was located. This correlates with a report from comScore that showed that 54% percent on display ads weren’t seen even though they were paid for.
Because of these factors, advertisers now demand publishers to calculate their rates based on actual views as defined above. But when we take in all of the above, how can we actually ensure ad viewability?
Maximizing Ad Viewability
Ads with optimized viewability enjoy a very high Return on Investment, which means that publishers should design their pages to allow ads to load with maximum viewability. This can come one of two ways:
Above the fold: Placing the ad above the content
Sticky ad unit: An ad that remains locked in a specific location when the user scrolls
Another thing to keep in mind is making the site mobile-friendly and responsive to size changes depending on what device the user is using. This optimizes the user experience and adds to visibility.
The visual factor, of course, is something else to keep in mind when designing an ad. Good design can elevate an ad with a clear visual hierarchy, symmetry and pleasing proportions, white space, and clean design.
Ever navigated away from a page because it was simply taking too long to load? Sites that are filled with ads from multiple ad networks can typically take a long time to load, which can result in a lower ad viewability as users click away. Speedy techniques for ad delivery can help in this situation.
A/B Testing
A/B testing is a great option when it comes to experimenting with viewability rates to see what works best and compare the data. When implemented correctly, A/B testing can give you the answer on how to optimize ad placement. Publishers can test page layouts to ensure the highest levels of viewability, ad placement, performance, and ROI for digital ad campaigns and content to ensure an ad served results in an ad impression.
We ensure that our clients get the best bang for their buck with our integrated creative and media departments. Our team collaborates to produce ads that look great and perform even better with concise messaging and specialized targeting. Get your ads to your audience with no compromise.
