Ad viewability is a metric used by advertisers to measure the likelihood that a viewable advertisement is seen. It is a key performance indicator for any digital advertisement campaign, as an advertisement must be viewable by the intended audience to effectively reach its goals.
Ad viewability is typically calculated by measuring the percentage of advertisements users see for a given period. This metric is typically measured per impression, meaning advertisers can track how often users see advertisements within a given period. In this way, advertisers can determine the effectiveness of their ad campaigns by assessing how often their ads are seen.
Ad viewability is primarily used to assess the success of digital ad campaigns, but it can also be used to evaluate other traditional advertising mediums, such as television and radio. The metric helps advertisers determine where their advertising dollars are best spent, as they can measure the success of each advertisement in terms of how often the target audience sees it.
To be considered viewable, an advertisement must meet two key criteria. First, it must be seen by the user for at least one full second. This assures advertisers that their advertisement was seen and not just flashed across the screen without being noticed. Second, an advertisement must take up at least 50% of the visible screen for two consecutive seconds to be considered viewable.
In addition to providing advertisers with valuable data regarding how often their advertisements are seen, ad viewability also helps improve the overall user experience. By measuring how often ads are seen, advertisers can display more relevant content to users, resulting in a better experience overall. This is because advertisers can measure which advertisements are seen the most and tailor their ads accordingly.
Ad viewability is an important performance metric for any digital advertising campaign, as it helps advertisers measure the effectiveness of their ads. By measuring the viewability of their advertisements, advertisers can assess the success of their campaigns and adjust their targeting strategies to ensure the right audiences see their ads. As such, ad viewability should be carefully monitored and evaluated to maximize the success of any digital advertising campaign.