Viewability

Viewability is a term from online marketing and digital advertising that describes the visibility of an ad. It measures whether an ad can actually be seen by users, as opposed to just being loaded on a webpage. Viewability is a crucial factor for the effectiveness and success of online advertising campaigns.

A central aspect of viewability is the definition of visibility. According to the standards of the Media Rating Council (MRC), a display ad is considered "viewable" if at least 50% of its area is visible in the browser for at least one second. For video ads, it is considered "viewable" if at least 50% of the video is played in the visible area for at least two seconds.

Another important aspect is the measurement of viewability. Various technologies and tools, such as Google Active View or Moat, are used to track and analyze the visibility of ads. These tools provide data on how often and for how long ads were visible, helping advertisers evaluate and optimize the performance of their campaigns.

Example: If an ad is placed at the bottom of a webpage and the user does not scroll down, the ad is loaded but not seen. Such an ad would have low viewability.

Viewability is important for ad effectiveness and billing. High viewability means that more users can actually see the ad, increasing the likelihood that the ad will have its intended impact. The online advertising industry is increasingly focused on paying only for viewable impressions to ensure that the advertising budget is used efficiently.

In summary, viewability is a key indicator of the effectiveness of online advertising. By measuring and optimizing the visibility of ads, advertisers can ensure that their campaigns reach more users and their advertising budgets are used effectively. Thus, viewability significantly contributes to maximizing the success of digital advertising efforts.