Viewability – It’s In the Numbers

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If you read our last blog post on viewability, you know that this is a hot topic in the digital advertising industry. As a follow-up to that post, let’s talk about the infographic Google just released last week “5 Factors of Viewability”.

Google has been in the forefront of the viewability movement, adding Active View, the ability to buy based on viewability, to the Google Display Network at the end of 2013. Earlier this year, they also added Active View reporting to the DoubleClick platform.

The recent infographic was created based on a study across both the Google Display Network and DoubleClick. The study showed that 56.1% of all impressions are not viewable impressions. A viewable impression, according to the Media Rating Council, is one in which 50% of the ad is viewable within the visible area of the viewer’s browser for a minimum of one second.

The study also found that:

  • Vertical ad units have a higher viewability rate than horizontal ad units
  • The most viewable placement is immediately above the fold, not at the top of the page
  • Above-the-fold placements have a 68% viewability rate and below-the-fold placements have a 40% viewability rate — not as large of a difference as we would have expected.

This is great supporting documentation for the organizations that are working to shift the standard unit of measurement from served impression to viewable impression. To learn more about viewability, visit measurementnow.net.


If you would like to discuss viewability in more detail, give us a call.