What is viewability?

Viewability is an online advertising metric that aims to track only impressions that can actually be seen by users. IAS defines a viewable impression as 50% of a display banner in view for a minimum of 1 second and 50% of a video ad in view for a minimum of 2 seconds.

 

What is viewability not?

Viewability is not a tactic. It’s foundational. While a non-viewable ad is the same as no ad at all, a viewable ad can work in concert with any other tactic, such as contextual targeting or behavioral data. It’s a multiplier. Add high levels of viewability to any other well-thought-out tactic and you’ll see results. Studies suggest that viewable ads increase conversions by 8-9%.

 

What is the industry benchmark for viewability?

50-60% viewability is a common and fair goal. 70% viewability is ultimate goal if you’re attempting to achieve maximum exposure. 100% viewability is unrealistic due to technical limitations and discrepancies.

 

Who is Appleyard’s “gold standard” viewability partner?

MOAT is our partner of choice – they were the first to be verified for mobile viewability and we feel they are the best that exists. However, we work with all accredited partners should a client prefer a different one.

 

What does Appleyard do to ensure that ads are viewable?

We have a 4-part strategy to ensure viewability and overall quality buying for our campaigns. 1) Partner with the best. We use MOAT on almost every campaign, but we can access any other viewability vendor as well based on client preference. 2) Leverage PMP (private marketplace) deals when possible with high-viewability guarantees on quality publications. Our partnerships keep an ongoing blacklist of poor-performing sites and target proven-performers. 4) Human optimization. We partner with the largest independent trading team on the planet and our traders can spot anomalies and make common-sense decisions that an algorithm can’t.

 

Will this be more expensive?

Yes and no. We are not going increase your budgets, but we are going to make your budgets work harder. While the bottom line spend will remain the same, the cost per impression and eCPA may increase as we go after high quality inventory. While this means that the overall impression volumes drop slightly, we expect to see conversions lift as the ads continue to be served to real people in viewable, measureable ways.

About Maura Murphy

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