From the end of 2019, advertisers worldwide are expected to spend north of $625 Billion on digital advertising; $25 billion over last year.
As electronic advertising budgets grow, brands are placing greater importance on advertising viewability as an evaluation metric for their online campaigns. After all, it makes sense that companies that are spending hundreds of thousands or even millions of dollars on digital advertising want to make sure their advertisements are seen.
Taking that into account, publishers should pay more attention to the viewability of the ads that they’re serving and aim to improve their ad viewability rate in order not to lose their advertisers.
Following are some recommendations that can help you enhance the viewability speed of website or mobile application. But before, let us start with some definitions.
What’s ad viewability?
As a effort metric, Ad Viewability is a deceivingly tough to define; that is the reason why it took the Media Rating Council 14 pages to describe it. (You can see the MRC’s viewability guidelines here).
However, simply put an advertisement is considered viewable when 50% of it is in view for at least 1 second for display ads, and 50% is in view and playing for at least 2 seconds in the case of video ads.
That means that although an ad may be served on a web or mobile page, it is not always going to be considered viewable. (E.g. if only 20 percent of an advertisement is visible on the user’s display, or when the users scroll too quickly ).
If you want to understand ad viewability criteria better, you can try this interactive tool that Google made by visiting this website.
Now that you know what ad viewability refers to, here are a few proven tips to assist you enhance the ad viewability of your own website or mobile app.
1 — Make sure that your ads are placed above the fold
The average ad viewability rate across all ad formats and ad placements is 50.2%, but that number grows dramatically if you merely look at ads that are above the fold.
Above the Fold Ads: Ads that positioned in the top half of a web page and are visible without scrolling down the page.
Despite the fact that you might feel that all ads that are positioned in the visible half of a web page will have a viewability speed of a hundred percent, the number is actually close to 68 percent.
That’s mainly because a large portion of visitors of a web page will bounce, or quickly scroll through the page before leaving.
The 68% viewability speed of above the fold ads is however much larger than the viewability speed of ads which are put below the fold (which is approximately 40%).
So, placing ads on your site or mobile app to be displayed above the fold will not ensure a 100% viewability rate, but it is going to allow you to better their viewability by 70%.
2 — Optimize for Mobile
In addition to the placement of your ads, the device in which they are exhibited also has an effect on their viewability rate.
According to Google, Screen ads that are shown on mobile are viewed 31% more than those shown on a desktop.
Additionally, 63 percent of users access the internet via their mobile devices. So optimizing your website and content for mobile is essential in 2019!
3 — Select the Perfect size for your ads
Date from Google indicates that there’s a significant variance in terms of the viewability rate of the various ad formats and sizes.
The best performing video ad size (95% viewability rate), by way of instance, is 2560 x 1440 while the best-performing display ad size is 375 x 50 (94% viewability speed ).
After assessing the performance data of different ad sizes, here are some things that you need to keep in mind:
Always opt for horizontal ad formats rather than vertical ones.
When it comes to video advertisements, the bigger your movie ad is, the better it’s viewability rate is.
For display ads, the lower the height of your ad the better it’s viewability rate will be (The height of this best-performing banner is usually below 90px)
4 — Try sticky ad formats
Sticky ads are video or display ads that have a fixed position on a web or mobile page and can’t be hidden by scrolling up or down.
Using a fixed position, you can minimize the dangers of a users scrolling too quickly and not seeing an advertisement; which can positively affect the viewability rate of your website or mobile app.
However, tacky advertisements may harm the entire experience of your customers. You should therefore always make sure that you are not increasing your ad viewability at the expense of your other performance indicators.
5 — Boost your loading rate
This may come as a shock to you, but slow loading rates could be damaging your viewability rate.
Slow loading speeds might cause advertisements to be loaded before the rest of the webpage, meaning they are considered as served ads that weren’t viewed.
Additionally, slow loading speeds also increase the bounce rate of a page: 10 seconds load time increase the bounce speed probability by 123%.
To improve your viewability rate, you should then:
Maximize your loading speeds to reduce your bounce rate.
Try lazy loading your ads so that they only get loaded when the user scrolls to them. That way your ads will only be served when they are viewable.