{"id":55910,"date":"2019-09-09T16:47:21","date_gmt":"2019-09-09T13:47:21","guid":{"rendered":"https:\/\/newblog.creatopy.com\/blog\/?p=55910"},"modified":"2023-07-24T14:15:58","modified_gmt":"2023-07-24T11:15:58","slug":"ad-viewability","status":"publish","type":"post","link":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/ad-viewability\/","title":{"rendered":"The ABCs of Ad Viewability \u2013 How to Make Sure That Your Ads Are Seen"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Imagine that you are driving by a 14-foot tall billboard that\u2019s facing the wrong way of the road. As a marketer, you think:<\/span><i><span style=\"font-weight: 400;\"> \u201cWho in their right mind would throw money away on ads that people will never see?\u201d.<\/span><\/i><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Though it\u2019s pretty easy to notice if something is off with real-life billboards, things can get a little complicated with digital ads.<\/span><\/p>\n<p><!--more--><\/p>\n<p><span style=\"font-size: inherit;\">Ad viewability is to the internet what standard billboard requirements are to outdoor advertising\u2060\u2014you have to make sure that everything has been set up right for results to show. <\/span><\/p>\n<p><span style=\"font-size: inherit;\">Whether you are a PPC newbie or you\u2019d simply like to learn more on this topic, here are all the whys and wherefores of ad viewability:<\/span><\/p>\n<ul style=\"list-style-type: square;\">\n<li><strong><span style=\"text-decoration: underline;\"><span style=\"color: #3366ff; text-decoration: underline;\"><a style=\"color: #3366ff; text-decoration: underline;\" href=\"#a\">What is Ad Viewability?<\/a><\/span><\/span><\/strong><\/li>\n<li><strong><span style=\"text-decoration: underline;\"><span style=\"color: #3366ff; text-decoration: underline;\"><a style=\"color: #3366ff; text-decoration: underline;\" href=\"#b\">Why Is Ad Viewability Important?<\/a><\/span><\/span><\/strong><\/li>\n<li><strong><span style=\"text-decoration: underline;\"><span style=\"color: #3366ff; text-decoration: underline;\"><a style=\"color: #3366ff; text-decoration: underline;\" href=\"#c\">Ad Impressions \u2013 What Are Viewable Impressions?<\/a><\/span><\/span><\/strong><\/li>\n<li><strong><span style=\"text-decoration: underline;\"><span style=\"color: #3366ff; text-decoration: underline;\"><a style=\"color: #3366ff; text-decoration: underline;\" href=\"#d\">What is Active View?<\/a><\/span><\/span><\/strong><\/li>\n<li><strong><span style=\"text-decoration: underline;\"><span style=\"color: #3366ff; text-decoration: underline;\"><a style=\"color: #3366ff; text-decoration: underline;\" href=\"#e\">How to Improve Ad Viewability<\/a><\/span><\/span><\/strong><\/li>\n<li><strong><span style=\"text-decoration: underline;\"><span style=\"color: #3366ff; text-decoration: underline;\"><a style=\"color: #3366ff; text-decoration: underline;\" href=\"#f\">Ad Viewability on Social Media<\/a><\/span><\/span><\/strong><\/li>\n<li><strong><span style=\"text-decoration: underline;\"><span style=\"color: #3366ff; text-decoration: underline;\"><a style=\"color: #3366ff; text-decoration: underline;\" href=\"#g\">Ad Viewability Rates Across Different Industries<\/a><\/span><\/span><\/strong><\/li>\n<li><strong><span style=\"text-decoration: underline;\"><span style=\"color: #3366ff; text-decoration: underline;\"><a style=\"color: #3366ff; text-decoration: underline;\" href=\"#h\">The Future of Ad Viewability<\/a><\/span><\/span><\/strong><\/li>\n<\/ul>\n<hr \/>\n<h2><a id=\"a\"><\/a><strong>What is Ad Viewability?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Ad viewability is a term used to describe how visible an ad is to users. Display web and mobile ads count as viewable when 50% of the creative set is in view for at least 1 second. Video ads become viewable when 50% of them are in view and playing for at least two consecutive seconds.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The first viewability definition concerning digital ads was issued by the<\/span> <span style=\"font-weight: 400;\">Interactive Advertising Bureau<\/span><span style=\"font-weight: 400;\"> (IAB) and the<\/span> <span style=\"font-weight: 400;\">Media Rating Council<\/span><span style=\"font-weight: 400;\"> (MRC) in 2010, as a standing order for performance and cost-effectiveness.\u00a0<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Check out<\/span><\/i> <a href=\"https:\/\/www.thinkwithgoogle.com\/feature\/youtube-video-sequential-storytelling\/\" target=\"_blank\" rel=\"noopener\"><i><span style=\"font-weight: 400;\">Google\u2019s viewability demo<\/span><\/i><\/a><i><span style=\"font-weight: 400;\"> to see how long it takes for an ad to become viewable in real-time.<\/span><\/i><\/p>\n<h2><strong><a id=\"b\"><\/a>Why Is Ad Viewability Important?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Back in 2014, Google broke the news to digital advertisers that <\/span><a href=\"https:\/\/martech.org\/googles-report-56-percent-ads-arent-seen-isnt-shocking-heres\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">56.1% of the total amount of rendered ads never reach users<\/span><\/a><span style=\"font-weight: 400;\">. As shocking as this was, raising awareness on viewability seems to have benefited both publishers and advertisers in the long run. Five years later numbers<\/span> <a href=\"https:\/\/www.marketingcharts.com\/advertising-trends-108063\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">have significantly improved<\/span><\/a><span style=\"font-weight: 400;\"> to an average of 65%,<\/span> <span style=\"font-weight: 400;\">yet there\u2019s room for better.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With<\/span><span style=\"font-weight: 400;\"> so much money invested in digital advertising, stakeholders can rely on viewability to make informed decisions.\u00a0<\/span><span style=\"font-weight: 400;\">Plus, publishers get to make the most out of selling their ad space, offering buyers a more transparent view of their options.<\/span><\/p>\n<h2><strong><a id=\"c\"><\/a>Ad Impressions \u2060\u2013 What Are Viewable Impressions?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Each time an advertisement renders on a web or mobile screen, it automatically becomes an impression. <\/span><span style=\"font-weight: 400;\">There are four main types of impressions: served, eligible, measurable, and viewable\u2060\u2014now let\u2019s make some sense of them:<\/span><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/newblog.creatopy.com\/blog\/wp-content\/uploads\/2019\/09\/Ad-Vieability-types-of-impressions-google.png\" target=\"_blank\" rel=\"noopener\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-56000 size-full aligncenter\" src=\"https:\/\/newblog.creatopy.com\/blog\/wp-content\/uploads\/2019\/09\/Ad-Vieability-types-of-impressions-google.png\" alt=\"Ad Viewability types of impressions by Google\" width=\"350\" height=\"210\" srcset=\"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2019\/09\/Ad-Vieability-types-of-impressions-google.png 350w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2019\/09\/Ad-Vieability-types-of-impressions-google-150x90.png 150w\" sizes=\"(max-width: 350px) 100vw, 350px\" \/><\/a><a href=\"https:\/\/support.google.com\/admanager\/answer\/6233478?hl=en&amp;ref_topic=6295679\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\"><br \/>\nsource<\/span><\/a><\/p>\n<h3><strong>a. Served Impressions\u00a0<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Ads that are accessed, transmitted, and counted with the use of server data are defined as served impressions. Besides standard impression tracking, server data does not support extensive data analysis on user behavior and the potential interaction with ad-blocking tools, bots, and other technical interferences.\u00a0<\/span><\/p>\n<h3><strong>b. Eligible and Measurable Impressions<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Ad units that are downloaded and stored on users\u2019 devices count as<\/span> <span style=\"font-weight: 400;\">eligible impressions. All the eligible impressions that meet the technical requirements to be recorded via Active View are labeled as measurable impressions.\u00a0<\/span><\/p>\n<h3><strong>c. Viewable Impressions<\/strong><\/h3>\n<p>Viewable impressions are the most relevant viewability component. This metric is used by advertisers to quantify the percentage of the ads that are viewed by real people. Ads that have been displayed on a screen for more than one second, with at least 50% of the pixels showing, classify as viewable impressions. All the viewable impressions are recorded via Active View.<\/p>\n<h2><strong><a id=\"d\"><\/a>What is Active View?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Active View is an integrated Google tool that shows you how viewability is measured. This handy, MRC-approved tool is the core of viewability reporting and measurement.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While Active View has a user-friendly interface, operating with viewability metrics may require some additional research, so follow <\/span><a href=\"https:\/\/support.google.com\/admanager\/answer\/3154105\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">this link<\/span><\/a><span style=\"font-weight: 400;\"> to get accustomed to the key terms and concepts.<\/span><\/p>\n<h3><strong>Active View and Conversions<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Viewable impressions allow you to try new PPC strategies and raise conversion rates <\/span><span style=\"font-weight: 400;\">seamlessly. B<\/span><span style=\"font-weight: 400;\">y bidding on viewable CPMs, you can pay for the exact value and placement of your ad.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Read more about this <\/span><\/i><a href=\"https:\/\/support.google.com\/google-ads\/answer\/3499086\" target=\"_blank\" rel=\"noopener\"><i><span style=\"font-weight: 400;\">here<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">.\u00a0<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Google <\/span><a href=\"https:\/\/marketingplatform.google.com\/about\/display-video-360\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Display &amp; Video 360<\/span><\/a><span style=\"font-weight: 400;\"> also provides solutions to increase viewable conversion rates. The advanced ad-buying platform enables advertisers to set custom campaign metrics such as on-screen ad percentage, time threshold, and audibility requirements.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Learn how to enable custom viewability metrics <\/span><\/i><a href=\"https:\/\/support.google.com\/displayvideo\/answer\/9114411\" target=\"_blank\" rel=\"noopener\"><i><span style=\"font-weight: 400;\">here<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">.<\/span><\/i><\/p>\n<h2><strong><a id=\"e\"><\/a>How to Improve Ad Viewability<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Ads are designed to pursue and engage users with desired actions, and<\/span> <span style=\"font-weight: 400;\">high conversion rates can only start with ads that users can see. Recent<\/span> <a href=\"https:\/\/www.thinkwithgoogle.com\/marketing-strategies\/video\/advertising-viewability\/\"><span style=\"font-weight: 400;\">research conducted by Google <\/span> <\/a><span style=\"font-weight: 400;\">concluded that viewable display ads have four times more chances to lift conversions than display ads.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are the key elements you need to pay attention to when creating and placing ads:<\/span><\/p>\n<h3><strong>1. Ad Position and Page Length<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">The position of an ad is strongly correlated with its viewability. Ads can be placed either above or below the fold, but websites don\u2019t have a physical fold like newspapers. The fold begins where the user needs to start scrolling.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As expected, above-the-fold ads are more viewable (+28% for videos and +22% for display ads) than ads placed below the fold. This is also the reason why the above-the-fold ad space costs more. However, this doesn\u2019t mean that below-the-fold ads are not an option worth considering. Based on your bidding strategy and budget, you can always perform some A\/B testing and see what works best for you.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Page <\/span><span style=\"font-weight: 400;\">length also plays an important role in the viewability mix, and <\/span><span style=\"font-weight: 400;\">shorter, <\/span><span style=\"font-weight: 400;\">one-fold <\/span><span style=\"font-weight: 400;\">pages have higher viewability rates.<\/span> <span style=\"font-weight: 400;\">On the other hand, longer pages that feature quality content can also facilitate the efficiency of below-the-fold ads.<\/span><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/newblog.creatopy.com\/blog\/wp-content\/uploads\/2019\/09\/Ad-Viewability-above-and-below-the-fold-Google.png\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"alignnone wp-image-56001 size-large\" src=\"https:\/\/newblog.creatopy.com\/blog\/wp-content\/uploads\/2019\/09\/Ad-Viewability-above-and-below-the-fold-Google-1024x536.png\" alt=\"Ad viewability above and below the fold by Google\" width=\"1024\" height=\"536\" srcset=\"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2019\/09\/Ad-Viewability-above-and-below-the-fold-Google-1024x536.png 1024w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2019\/09\/Ad-Viewability-above-and-below-the-fold-Google-150x79.png 150w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2019\/09\/Ad-Viewability-above-and-below-the-fold-Google-600x314.png 600w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2019\/09\/Ad-Viewability-above-and-below-the-fold-Google-768x402.png 768w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2019\/09\/Ad-Viewability-above-and-below-the-fold-Google-770x403.png 770w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2019\/09\/Ad-Viewability-above-and-below-the-fold-Google.png 1455w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><br \/>\n<a href=\"https:\/\/www.thinkwithgoogle.com\/feature\/viewability\/state-of-viewability\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">source<\/span><\/a><\/p>\n<h3><strong>2. Ad Size and Layout<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Google looked at the commonly used video and display ad sizes and found out that the bigger the ad size and ratio, the better the viewability:<\/span><\/p>\n<p>1.<strong> 95%<\/strong> of video ads of <strong>2560 x 1440 px <\/strong>are likely to become viewable<\/p>\n<p>2. display ads of<strong> 375 x 50 px <\/strong>have a viewability rate of <strong>94%<\/strong>.<\/p>\n<p><i><span style=\"font-weight: 400;\">See Google\u2019s ranking on viewability rates across common sizes below:<\/span><\/i><\/p>\n<p style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">\u00a0<a href=\"https:\/\/newblog.creatopy.com\/blog\/wp-content\/uploads\/2019\/09\/Ad-Viewability-rates-video-ads-Google.png\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"alignnone wp-image-56004 size-large\" src=\"https:\/\/newblog.creatopy.com\/blog\/wp-content\/uploads\/2019\/09\/Ad-Viewability-rates-video-ads-Google-1024x551.png\" alt=\"Ad viewability rates for video ads by Google\" width=\"1024\" height=\"551\" srcset=\"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2019\/09\/Ad-Viewability-rates-video-ads-Google-1024x551.png 1024w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2019\/09\/Ad-Viewability-rates-video-ads-Google-150x81.png 150w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2019\/09\/Ad-Viewability-rates-video-ads-Google-600x323.png 600w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2019\/09\/Ad-Viewability-rates-video-ads-Google-768x414.png 768w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2019\/09\/Ad-Viewability-rates-video-ads-Google-770x415.png 770w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2019\/09\/Ad-Viewability-rates-video-ads-Google.png 1586w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><br \/>\n<\/span><\/i><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.thinkwithgoogle.com\/feature\/viewability\/state-of-viewability\/\" target=\"_blank\" rel=\"noopener\">source<\/a><\/span><\/p>\n<p><a href=\"https:\/\/newblog.creatopy.com\/blog\/wp-content\/uploads\/2019\/09\/Ad-Viewability-Display-Ads-Google.png\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-56002 size-large\" src=\"https:\/\/newblog.creatopy.com\/blog\/wp-content\/uploads\/2019\/09\/Ad-Viewability-Display-Ads-Google-1024x485.png\" alt=\"Ad Viewability rates for display ads by Google\" width=\"1024\" height=\"485\" srcset=\"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2019\/09\/Ad-Viewability-Display-Ads-Google-1024x485.png 1024w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2019\/09\/Ad-Viewability-Display-Ads-Google-150x71.png 150w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2019\/09\/Ad-Viewability-Display-Ads-Google-600x284.png 600w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2019\/09\/Ad-Viewability-Display-Ads-Google-768x364.png 768w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2019\/09\/Ad-Viewability-Display-Ads-Google-770x365.png 770w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2019\/09\/Ad-Viewability-Display-Ads-Google.png 1597w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.thinkwithgoogle.com\/feature\/viewability\/state-of-viewability\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">source<\/span><\/a><\/p>\n<h3><strong>3. Page Load Speed\u00a0<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">The pages that take too long to load are the pages that users leave first, so an excellent page loading time is key to great user experience. <\/span><span style=\"font-weight: 400;\">Hosting Tribunal points out that <\/span><a href=\"https:\/\/webtribunal.net\/blog\/how-speed-affects-website\/#gref\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">a 1-second delay reduces page views by 11%<\/span><\/a><span style=\"font-weight: 400;\"> and decreases coveted conversion rates and customer satisfaction by 7% and 16%, respectively.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/support.google.com\/admanager\/answer\/6199883\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Recent studies<\/span><\/a><span style=\"font-weight: 400;\"> by Google also showed that mobile sites with a loading time of 5 seconds or less have a 25% higher viewability rate than sites loading in 19 seconds.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">T<\/span><\/i><i><span style=\"font-weight: 400;\">o find out how long it takes for your page to load and how to improve it, run it by <\/span><\/i><a href=\"https:\/\/pagespeed.web.dev\/?utm_source=psi&amp;utm_medium=redirect\" target=\"_blank\" rel=\"noopener\"><i><span style=\"font-weight: 400;\">Google&#8217;s PageSpeed Insights<\/span><\/i><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are many technical adjustments you can make to ensure a high load speed on your page. To name a few, you can enable file compression, reduce redirects and optimize images to improve their server response time.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Check out these handy tips &amp; tricks on page speed optimization by <\/span><\/i><a href=\"https:\/\/moz.com\/learn\/seo\/page-speed\" target=\"_blank\" rel=\"noopener\"><i><span style=\"font-weight: 400;\">Moz<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">.<\/span><\/i><\/p>\n<h3><strong>4. Responsive Ads\u00a0<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">A rookie mistake to avoid in 2019 is designing non-responsive ads. With so many screen resolutions and browsers, you can never be sure that you\u2019ve covered all of them. By <a href=\"https:\/\/www.creatopy.com\/create\/banner\/\" target=\"_blank\" rel=\"noopener\">designing online ads<\/a> that are responsive you ensure a good user experience and don\u2019t have to worry about <\/span><a href=\"https:\/\/developers.google.com\/search\/mobile-sites\/get-started\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">optimizing your ads for mobile devices<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/newblog.creatopy.com\/blog\/google-responsive-display-ads\/\" target=\"_blank\" rel=\"noopener\">Responsive ads<\/a> will also help you save time, so you won\u2019t have to create different ad groups and campaigns. You can also design responsive ads that yield dynamic remarketing tactics and allow you to add a feed to your campaigns for both static and dynamic ads.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">More on creating responsive display ads <\/span><\/i><a href=\"https:\/\/support.google.com\/google-ads\/answer\/7005917\" target=\"_blank\" rel=\"noopener\"><i><span style=\"font-weight: 400;\">here<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">.<\/span><\/i><\/p>\n<h2><strong><a id=\"f\"><\/a>Ad Viewability on Social Media<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Social media users engage with content in various ways\u2014<\/span><span style=\"font-weight: 400;\">needless to say, ads have to meet different viewability standards. For the most part, ad inventory airs on social platforms as organic content. This is also why most of them support more advanced bidding and targeting options.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Most big social media players go the extra mile to ensure accuracy in viewability reporting and partner up with third-party viewability verification partners. Among the most popular platforms used are<\/span> <span style=\"font-weight: 400;\">Moat<\/span><span style=\"font-weight: 400;\">,<\/span> <span style=\"font-weight: 400;\">Nielsen<\/span><span style=\"font-weight: 400;\">,<\/span> <span style=\"font-weight: 400;\">comScore<\/span><span style=\"font-weight: 400;\">, and <\/span><span style=\"font-weight: 400;\">IAS<\/span><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a general rule of thumb, social media ads become viewable when displayed for two continuous seconds or more, with at least 50% of pixels in view.<\/span><\/p>\n<h3>YouTube Leads the Viewability Way<\/h3>\n<p><span style=\"font-weight: 400;\">Social media platforms adjust their viewability standards very often for making the ad-space buying process even more appealing to advertisers. Viewable <a href=\"https:\/\/www.creatopy.com\/create\/social-media-ads\/youtube\/\" target=\"_blank\" rel=\"noopener\">ads on YouTube<\/a>, for example, have to be on display for 30 seconds or more\u2060\u2014<\/span><span style=\"font-weight: 400;\">no wonder YouTube\u2019s viewability rate is as high as 95%.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/newblog.creatopy.com\/blog\/facebook-video-ads\/\" target=\"_blank\" rel=\"noopener\">Video ads on Facebook<\/a> and Instagram are viewable when any number of pixels are on display for three uninterrupted seconds. Twitter, on the other hand, has different standards, requiring 100% of the ad&#8217;s pixels to be spread out for at least three seconds.<\/span><\/p>\n<h2><strong><a id=\"g\"><\/a>Ad Viewability Rates Across Different Industries<\/strong><\/h2>\n<p><a href=\"https:\/\/www.thinkwithgoogle.com\/feature\/viewability\/state-of-viewability\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Google looked at viewability rates<\/span><\/a><span style=\"font-weight: 400;\"> across various industries and discovered that ads within the Gaming industry hold the highest viewability rates, scoring an average of 82% for video and 80% for display ads. <\/span><i><span style=\"font-weight: 400;\">Business &amp; Industrial<\/span><\/i><span style=\"font-weight: 400;\">,<\/span><i><span style=\"font-weight: 400;\"> Internet &amp; Telecom <\/span><\/i><span style=\"font-weight: 400;\">and <\/span><i><span style=\"font-weight: 400;\">Shopping <\/span><\/i><span style=\"font-weight: 400;\">are also content categories worth mentioning, with 72% viewable video ads\u00a0in all three industries.<\/span><\/p>\n<p><a href=\"https:\/\/newblog.creatopy.com\/blog\/wp-content\/uploads\/2019\/09\/Ad-Viewability-Rates-Across-Industries-Google-Visual.png\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-56005 size-large\" src=\"https:\/\/newblog.creatopy.com\/blog\/wp-content\/uploads\/2019\/09\/Ad-Viewability-Rates-Across-Industries-Google-Visual-1024x572.png\" alt=\"Ad viewability rates across various Industries by Google\" width=\"1024\" height=\"572\" srcset=\"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2019\/09\/Ad-Viewability-Rates-Across-Industries-Google-Visual-1024x572.png 1024w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2019\/09\/Ad-Viewability-Rates-Across-Industries-Google-Visual-150x84.png 150w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2019\/09\/Ad-Viewability-Rates-Across-Industries-Google-Visual-600x335.png 600w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2019\/09\/Ad-Viewability-Rates-Across-Industries-Google-Visual-768x429.png 768w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2019\/09\/Ad-Viewability-Rates-Across-Industries-Google-Visual-770x430.png 770w, https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-content\/uploads\/2019\/09\/Ad-Viewability-Rates-Across-Industries-Google-Visual.png 1539w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.thinkwithgoogle.com\/feature\/viewability\/state-of-viewability\/\"><span style=\"font-weight: 400;\">source<\/span><\/a><\/p>\n<h2><strong><a id=\"h\"><\/a>The Future of Ad Viewability<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Times are changing, and so are viewability standards. In late March 2019, MRC released a draft on the adjustment of video viewability terms. By 2021, video ads will count as viewable only if 100% of their creative sets will be on display for two consecutive seconds:<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">\u201cFor combined deduplicated cross-media video measurement, a viewability qualification threshold of 100% of the pixels on screen for at least two continuous seconds must be utilized for both digital and linear components. Viewable impressions are the minimum required qualifying measurement unit for crossmedia advertising Reach, Frequency and GRP.\u201d<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">Read the full MRC draft<\/span><\/i> <a href=\"https:\/\/mediaratingcouncil.org\/MRC%20Issues%20Draft%20Version%20of%20Cross-Media%20Audience%20Measurement%20%20Standards%20For%20Video.pdf\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">here<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3>Independent Ad Viewability Tools Are the Next Big Thing<\/h3>\n<p><span style=\"font-weight: 400;\">In recent years, unaffiliated ad viewability tools have witnessed a major increase in popularity for all the right reasons. Trust issues are more likely to arise when payees also handle reporting. As fighting fraud in a <\/span><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.insiderintelligence.com\/content\/global-digital-ad-spending-2019\" target=\"_blank\" rel=\"noopener\">333.25-<\/a>billion-dollar<\/span><span style=\"font-weight: 400;\">\u00a0industry is no easy task, <a href=\"https:\/\/www.insiderintelligence.com\/content\/global-digital-ad-spending-2019\" target=\"_blank\" rel=\"noopener\">experts foresee a bright future<\/a> for those genuinely conferring advanced viewability tracking solutions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With technology steadily reshaping the face of advertising, viewability still remains an open topic, and both advertisers and publishers will have to continuously adjust to the fast pace of technological progress.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\"><b>Read more on this topic:<\/b><\/span><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-size: 12pt;\"><em><a href=\"https:\/\/newblog.creatopy.com\/blog\/google-responsive-display-ads\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Google Responsive Display Ads 101 \u2013 Everything You Need to Know<\/span><\/a><\/em><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-size: 12pt;\"><em><a href=\"https:\/\/newblog.creatopy.com\/blog\/responsive-html5-banner-ads\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">How to Create Responsive HTML5 Banner Ads<\/span><\/a><\/em><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-size: 12pt;\"><em><span style=\"font-weight: 400;\"><a href=\"https:\/\/newblog.creatopy.com\/blog\/easy-to-create-animation-effects-for-ads\/\" target=\"_blank\" rel=\"noopener\">Animate &amp; Activate With Easy-To-Create Animation Effects For Ads<\/a><\/span><\/em><\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Imagine that you are driving by a 14-foot tall billboard that\u2019s facing the wrong way of the road. As a marketer, you think: \u201cWho in their right mind would throw money away on ads that people will never see?\u201d.\u00a0 Though it\u2019s pretty easy to notice if something is off with<\/p>\n","protected":false},"author":193,"featured_media":55993,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[3985],"tags":[],"acf":[],"_links":{"self":[{"href":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-json\/wp\/v2\/posts\/55910"}],"collection":[{"href":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-json\/wp\/v2\/users\/193"}],"replies":[{"embeddable":true,"href":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-json\/wp\/v2\/comments?post=55910"}],"version-history":[{"count":22,"href":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-json\/wp\/v2\/posts\/55910\/revisions"}],"predecessor-version":[{"id":82175,"href":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-json\/wp\/v2\/posts\/55910\/revisions\/82175"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-json\/wp\/v2\/media\/55993"}],"wp:attachment":[{"href":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-json\/wp\/v2\/media?parent=55910"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-json\/wp\/v2\/categories?post=55910"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-json\/wp\/v2\/tags?post=55910"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}