This post was most recently updated on November 8th, 2022
According to Google’s research on ad viewability metrics, there is an increased interest in ad viewability among advertisers and publishers in the digital advertising industry. As per the viewability definition if an ad isn’t measured as viewable, it cannot impact the campaign performance and improve inventory value.
Many ad networks consider what qualifies as a viewable impression as advertising currency, replacing the served impressions for all campaigns. This data enables advertisers to identify how many times a creative was seen, making it easier to understand their campaigns’ true impact. They’ll know which inventory provides the high or low value and target accordingly to maximize reach. Likewise, Publishers would also know their best-performing inventory and be able to formulate their optimization strategies better.
Google uses Active view technology to determine if your ad is viewable by the users on a website or in an app. This technology evaluates ad viewability based on creative measurement to fully comply with MRC Viewable Ad Impression guidelines by using a special DIV inserted during rendering to locate and measure the ad creative within the ad iframe.
Per IAB Viewability Standards 2021 and MRC definition, an active view ping is considered if an ad meets the following criteria:
Active View is integrated into all of Google’s advertising products and measures every impression in real-time whether an ad was viewable.
Active view metrics are calculated based on the total impressions served.
All viewability pingbacks can be seen in Chrome Developer Tools.
Step 1: On the Live page, open Chrome dev tools and filter with the keyword ‘activeview?’ in the Network tab. For video active view pingbacks, type ‘viewable_impression’ in the search bar.
Step 2: After you filter, click on one of the results appearing in Chrome Developer Tools, and you can see more detailed information about it in the right panel.
Step 3: A few important parameters to check here:
Here’s a sample viewability ping for the size 300×600:
Several factors impact viewability and should be considered while trying to boost ad views. Here are few tips to ensure your ad has a better chance of being seen:
Ad Slot position: Ads placed just above the fold are more likely to be seen (not at the top of the page). This does not mean that you should rule out below-the-fold ads, but these spots are available for lower costs than above-the-fold ads.
Ad Size: Ad viewability on vertical ads is much higher than horizontal ads. Alternatively, you can implement a sticky ad that remains visible on the browser viewport, which yields high viewability and CPMs.
Optimize ads on mobile devices: There are significantly higher viewability rates recorded on mobile devices than desktop and tablet. In recent studies, mobile sites loaded within 5 seconds versus 19 seconds were observed to have 25% higher viewability.
Use lazy loading: On a lazy loading page, the ads tend to load only when the slot is in the user’s viewport. It improves ad viewability, reduces page weight, allowing for a quicker page load time as it delays load or initialization of resources or objects until they’re actually needed to improve performance and save system resources.
Page speed: It is important to ensure that your website has a low page load delay. Page latency causes low viewability as well as high bounce rates. If the page loads with delay, there are chances for the pixel not to fire as the ad wasn’t in the viewport for at least 1 second.
Viewability-based refresh: Ad refresh can increase viewability substantially when the ad slot is refreshed only when the user has been recently active in the window or if the impression was measured as viewable rather than just refreshing based on a standard timer.
Rendering Errors: If the ad creative does not render, or if the ad slot appears as a blank space, then the ad isn’t measured as viewable. On the other hand, if the ad overlaps with the CSS styling elements, such as ‘display:none;’ triggering incorrect size or not aligned within its container, these can interrupt Active view measurement.
Now that you understand how Google measures viewability and what is a good viewability rate, be sure to work your way through our list of steps to improve your viewability rates. As mentioned before, advertisers are looking more and more to viewability as a way to determine the success of their ad campaigns. Don’t have the time and expertise to improve viewability rates and optimizing your ads? MonetizeMore is a Google Certified Publisher Partner in the North America region, ready to help take your ad revenue to the next level! Sign up to get started today!
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