Viewability in media, advertising and digital marketing
What is viewability in digital advertising? How do you calculate it? What are the current standards adopted across the industry?
To calculate viewability, you need the following metrics:
1. Impressions served in-view (taken from your ad verification provider or DSP)
2. Total impressions served
What is a good viewability rate? What are the benchmarks?
This is a tricky question as ultimately it depends on what your campaign goals are. If it is brand focused, and you want to reach your target audience (not necessarily wanting them to click) and catch their attention, then you want to optimise your programmatic bidding to high in-view placements. 60% - 70% viewability should be a minimum.
If your goal is more performance based, if you want a user to convert or visit your website, then you should not worry as much about viewability compared to branding campaigns. This is because it is very hard to optimise towards both performance AND viewability. As a performance advertiser, you can afford to bid and win lower viewability impressions if the impressions that you are winning are driving business results.
Despite seeming counter-intuitive, having a high overall viewability, serving ads that are more likely to be served above the fold in key positions of a website, may not drive performance goals (i.e. conversions or clicks). You must find the right balance between a strong viewability level and performance goals (CPA, CPC, etc.).
How do I improve the viewability of my campaign?
The main way of improving your campaign viewability will be by optimising (increasing) bids to the sitelists, inventory and supply sources, audiences and ad formats that are driving the strongest rate. This has to be done in relation to the maximum bid you planned the campaign at as increasing the bid to get perfect 100% viewability will increase your CPM to levels far higher than you originally planned for.
Other ways involve buying impressions on a vCPM (viewable cost per 1000 impressions). You will pay a premium, but every impression measured out-of-view by your third party supplier will not be billed to you. This means you will only pay for in-view impressions.
If you are buying video impressions, we recommend you also pay a premium for video formats that pause out of view. If not, the video will likely play even if the users scrolls past it.