If you are programmatic advertiser, you probably already know that your campaign Viewability metrics are a key performance indicator. There is no doubt that Viewability goes hand in hand with performance. This article covers why viewability is important, how to achieve 70% Viewability and the importance of striving for better than 70% Viewability.
Here’s what you need to know…
Why Viewability is Important
If no one can see your ads, then they are never going to perform both from either a branding perspective or click / conversion perspective. Don’t forget, you still pay for non-viewable impressions, so it’s essential to make them effective.
What Impacts 70% Viewability?
There are many problems that impact viewability and despite having a consistent measurement via MRC standard, different measurement vendors rate viewability differently. Apart from auto optimizing via an algorithm, things you’ll want to manually consider tweaking to maximize viewability include
Size of Banner Ads
Screen size / Resolution
Placement on the page