What Is Ad Viewability? - Are Your Ads Truly Being Seen?
by Lucy Greenaway
Imagine this, you invest a significant portion of your online advertising budget into captivating ad campaigns, carefully crafting every piece of text and creative element. But here's the unsettling truth – what if the majority of your ads are never actually seen by your target audience? In the world of digital advertising, the mystery of ad viewability poses a significant challenge for advertisers. Are your ads truly being seen, or are they vanishing into the digital abyss? It's time to unravel the enigma and discover the truth behind ad viewability.
Ad viewability plays a crucial role in digital advertising as it directly impacts the effectiveness and efficiency of campaigns.
Simply put, ad viewability refers to the extent to which an ad is actually seen by users. It measures whether an ad has had the opportunity to be viewed by a user, known as a viewable ad impression.
The importance of ad viewability stems from the fact that advertisers pay for their ads to be seen by their target audience. If ads are not viewable, advertisers essentially waste their advertising budget, as they won't have the desired impact or generate the expected results. Ad viewability directly impacts key performance metrics, Return On Ad Spend (ROAS) such as click-through rates (CTRs), conversions, and return on investment (ROI).
The purpose of this blog post is to shine a light on the viewability mystery that perplexes advertisers in the realm of digital advertising. So, let's dive in.
Understanding Ad Viewability
In an era where online users are increasingly exposed to numerous ads across various platforms, ensuring ad viewability is vital for advertisers to break through the clutter and make a meaningful impact. It enables them to deliver their message to the intended audience, drive engagement, and ultimately achieve their marketing objectives.
Ad viewability refers to the measurement of whether an ad has had the opportunity to be seen by a user. It provides insights into the visibility and exposure of the ads to the intended audience. Ad viewability can be calculated by using the following formula:
Viewability = (total viewable ad impressions/total measured ad impressions) x 100
The significance of ad viewability for advertisers cannot be overstated. Here's why it matters:
Maximising Ad Effectiveness
Advertisers invest substantial resources into creating compelling ads. Ensuring high viewability is essential to give these ads the best chance of being seen by the target audience. When ads are viewable, they have a higher likelihood of capturing users' attention, conveying the intended marketing message, and driving engagement.
Cost Efficiency
Ad viewability directly affects the return on investment (ROI) for advertisers. By focusing on the viewable impression metric, advertisers can optimise their ad spend by prioritising placements and formats that consistently achieve high viewability rates. This approach helps minimise wasted ad impressions and ensures that budgets are allocated effectively, maximising the impact of advertising costs.
Data-Driven Decision-Making:
Tracking ad viewability data can provide valuable insights into campaign performance. By analysing viewability metrics, such as viewability rates across different platforms or placements, advertisers can make data-driven decisions to optimise their campaigns. These insights allow advertisers to make data-driven decisions and optimisations.
Why Can't I See My Own Ads?
Concerned about the reason why you can't find your ads on Google? There are several reasons that can prevent you from seeing your own ads. For example, ad personalisation may prevent the display of ads you frequently engage with to avoid biasing data. If you have Ad blockers installed in your browser these can block your own ads from appearing. Ad targeting settings or having a limited budget could exclude you from seeing your own ads.
It's important to avoid repeatedly engaging with your own ads to maintain ad platform policies and accurate performance metrics.
Factors That Affect Ad Viewability
Type of Ad
As per the Google ad viewability standards, display ads are deemed viewable when at least 50% of their area is visible on the screen for a minimum of one second. For larger display ad units with ads comprising 242,500 pixels or more, the viewability threshold is set at 30% of the ad's area visible for one second.
For video ads, they are considered viewable if at least 50% of their area remains visible while the video is playing for a duration of at least two seconds.
Google utilises Active View technology to measure the viewability of ads displayed on YouTube and the Google Display Network. When an ad appears in a measurable location, its viewability statistics are recorded in the advertiser's Google Ads account.
The viewability metric showcases the number of instances in which an ad's impressions met the viewability criteria. To qualify as viewable, a display ad must have had at least 50% of its area visible for one second, whereas a video ad requires at least two seconds of visibility. This metric provides insights into how frequently an ad appeared in viewable positions, helping advertisers gauge the visibility of their ad campaigns.
Ad Visibility Time
The duration for which an ad remains visible to the user affects viewability. Longer exposure time increases the likelihood of an ad being considered viewable. Ads that are immediately visible upon page load or remain in view as the user scrolls have better chances of achieving higher viewability rates.
Ad Blocking
The growing use of ad-blocking software by internet users poses a challenge to ad viewability. Advertisers need to consider the prevalence of ad blockers and explore strategies to mitigate their impact on viewability.
User Behaviour
User behaviour plays a crucial role in ad viewability. Users' scrolling habits, attention span, and engagement with the content on a webpage or app influence whether they view an ad. If users quickly scroll past an ad without spending sufficient time to view it, the ad's viewability is compromised.
Screen Size and Device
The screen size and device used by the user can impact ad viewability. Ads that are optimised for various screen sizes and device types, including desktop, mobile, and tablets, have better chances of achieving higher viewability rates. Responsive design and mobile optimisation are essential for ensuring viewability across different devices.
Understanding these factors allows advertisers to make informed decisions when it comes to ad placement, selecting appropriate ad formats, optimising page load speed, and tailoring their campaigns to align with user behaviour and device preferences.
By considering these factors, advertisers can enhance ad viewability, maximise exposure to their target audience, and increase the overall effectiveness of their ad campaigns.
The Viewability Challenge
Misconceptions about ad viewability can lead to misunderstandings and misinformed decisions in digital marketing. Let's highlight some common misconceptions surrounding ad viewability:
"Viewability means 100% visibility"
One of the most prevalent misconceptions is the idea that ad viewability equates to 100% visibility. In reality, industry standards define viewable impressions based on specific criteria. Viewability measurements are meant to provide insights into the likelihood that an ad had the opportunity to be seen, but it does not guarantee 100% visibility.
"High viewability guarantees engagement or conversions"
While high viewability is a crucial factor, it doesn't guarantee engagement or conversions. Viewability only measures the exposure of an ad, but user behaviour and ad creativity play vital roles in driving engagement and conversions. A viewable ad may still fail to resonate with users or fail to provide a compelling call to action.
"Viewability is the sole measure of ad success"
Viewability is an essential metric, but it is not the only measure of ad success. Other metrics such as click-through rates (CTR), conversions, and return on ad spend (ROAS) should also be considered to evaluate the overall effectiveness and impact of ad campaigns. Combining multiple metrics provides a more comprehensive assessment of a campaign's performance.
By dispelling these misconceptions, advertisers can gain a clearer understanding of ad viewability and make informed decisions that align with their goals.
The Potential Implications Of Low Viewability Rates.
Let's now dive into what the potential implications for advertisers are of low viewability rates:
Low viewability rates mean that a significant portion of advertisers' budgets is spent on ads that are not seen by their intended audience. Advertisers pay for impressions, and when a large number of impressions are not viewable, it leads to wasted ad spend. This can be particularly detrimental for advertisers with limited budgets or those seeking to maximise the efficiency of their advertising investments.
Low viewability rates can negatively impact key performance metrics. For example, low viewability may result in low click-through rates and reduced conversions since users cannot engage with ads they have not seen. This can distort the assessment of campaign success and hinder the ability to optimise marketing strategies effectively.
Low viewability rates can make it challenging for advertisers to optimise their campaigns effectively. Without accurate viewability data, advertisers may struggle to identify elements that hinder viewability. This can hinder data-driven decision-making and make it harder to allocate resources efficiently.
Addressing the issue of low viewability rates is crucial for advertisers to maximise the impact of their advertising investments. By working towards higher viewability rates, advertisers can improve campaign effectiveness.
Why Ads May Not Be Seen
Here are some key reasons why ads may not be seen:
Ad fraud involves deliberate actions aimed at generating false ad impressions or clicks, often by automated bots or fraudulent websites. Fraudulent activities can result in ads being displayed to non-human traffic, reducing the chances of genuine users seeing the ads. This can artificially inflate the total ad impressions while diminishing viewability.
The rise in ad-blocking software and browser extensions allows users to block or filter out ads. Users, install ad blockers to enhance their online experiences by eliminating intrusive or irrelevant ads. Ad-blocking tools can prevent ads from loading, significantly impacting ad viewability rates and hindering advertisers' reach.
Ads placed in positions where they are unlikely to be seen by users, such as below the fold or in less prominent areas of a webpage, may suffer from low viewability rates. Ad placements that require users to scroll extensively to view the ad may also reduce the likelihood of ads being seen.
The design and format of ad creatives can impact viewability. Ads with small sizes, low contrast, or excessive animation may be easily overlooked or ignored by users. Advertisers must create visually appealing and engaging ad creatives optimised for various devices and placements to enhance viewability.
Ads displayed in irrelevant or mismatched contexts may not receive users' attention. If ads appear on pages or platforms that are not aligned with the target audience's interests or browsing behaviour, users are less likely to notice or engage with the ads.
