Viewability is a crucial metric in digital advertising that shows how much percentage of impressions actually seen by the users. Certain rules are already defined in place to decide which impressions are viewable impressions.
Serving ads to potential customers is not enough to create a real impact. Certainly, the ads should be viewed by the user is really important for creating an impact. So that only users see the ad and get influenced. Viewability is the digital measurement term that measures the number of times users “viewed” your ads.
Viewability In Digital Advertising
Table of Contents :
What is Viewability in advertising?
When your ad is considered a viewable impression?
Why is Viewability very important for digital advertising?
How to target Viewability in DV360?
How to check the in-view impressions?
What is Ad Viewability in advertising?
Viewability is the metric that measures the number of times the customer views the ad. Actually, viewability is measured as a percentage between measurable impressions and viewable impressions.
The main goal of every ad campaign is to convey the advertiser’s messages to the audience. Advertisers spend their hard-earning money on digital marketing to acquire their potential customers. So, serving ads to the right customer is not only enough. The served ads should be placed on the visible section of a website also very important. Advertisers felt about their ads position and they thought most of their ads are not viewed by the customers. The ad viewability measurement method helps them make sure that the customer sees their ad. Advertisers can use third party providers to verify the ad viewability.
When your ad is considered a Viewable Impressions?
The standard definition indicates that at least 50% of the ad must be in view for at least one second for display ads and two seconds for video ads. This is the Internet Advertising Bureau’s (IAB) and Media Rating Council’s (MRC) viewability standards definition, but the guidelines may depend on other factors and individual marketers or media.
What is #Viewability? How To Calculate #Viewability?
Viewability is a crucial metric in digital advertising that shows how much percentage of impressions actually seen by the users.
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— Sri Marketing Strategy (@DigiAdvCourse) October 5, 2023Providers like integral ad science have the ability to set custom viewability percentages. For example, if you set 60% as the viewability then the platform only bids when at least 60% of the ad must be in active view of the website/app.
How To Calculate Viewability?
To calculate viewability, below two variables are needed.
- Measurable Impressions
- Viewable Impressions
We do not take the usual “impressions” number to calculate the viewability. The measurable impressions should be used to calculate the viewability. To calculate viewability, your ad campaign should be associated to third party viewability measure providers like IAS, DoubleVerify etc. If your provider is able to measure the impression means that the number of impressions is considered as “measurable impressions” or “eligible impressions”.
If any of the measurable impressions met the above “viewable impressions” conditions that number of impressions recorded as “measurable impressions”. Below is the simple formula to calculate the viewability %,
Viewability (%) = (Viewable Impressions/Measurable Impressions)*100
Below is the example campaign data to calculate the viewability.
| Campaign | Impressions | Clicks | CTR | Measurable Imp | Viewable Imp | Viewability |
| Canon 1234 | 10000 | 15 | 0.15% | 9000 | 7500 | 83.3% |
Why is Viewability very important for digital advertising?
Advertisers spend their hard earning money on digital advertising to grow their business. So, running a successful digital ad campaign is not a simple thing. Indeed, multiple teams work together to get success in digital marketing. At last, the most important thing is whether the customer sees your ad or not. Most websites have put their ad code at the bottom of their website page. The customer needs to scroll down to see the content available at the bottom. Whenever the page loads the ad request comes from all the ad codes present on the entire page.
If your ad is showing at the bottom of the page, the visibility rate is very low. Maybe the customer sees your ad by scrolling down the website page but that’s not sure. If they didn’t see your ad means the money and hard work are totally wasted. So that only, viewability is very important in digital marketing.
How to target Viewability in DV360?
Almost all demand side platforms have the option to target the viewability for their ad campaigns. DV360 also has the viewability options.
To set the viewability for the ad campaign, just open the lineitem or insertion order and select the viewability targeting page. Under the active view section, you can select the predicted viewability percentage. This setting controls when your ad campaign is bidding.
For example, if you set 60% or greater under the viewability setting, your campaign will only bid when the chance for viewability is 60% and above.
Note: The available bids will be lower when you increase the viewability rate. So, set the average viewability rate at the starting stage and then slowly increase it if you haven’t faced any delivery issues.
How to check the in-view impressions?
Some demand side platforms have their own technology to calculate the in-view impressions. Some other platforms partnered with third party providers to calculate the in-view impressions. For example, if your demand side platform partners with the IAS to measure the in-view impressions means, the IAS tag is wrapped with the actual creative tag once you enable the viewability. When the creative preview is showing on the declared percent viewable place, the IAS tags event gets fired and the platform calculates the in-view impressions.
