Ad Viewability
Ad viewability measures the percentage of an ad that users actually see. For an ad to be considered viewable, at least 50% of its pixels must be visible for a minimum of one second for display ads and two seconds for video ads, in a supported format. This metric is crucial in ensuring advertisers receive value, with high viewability rates leading to better ROI through increased clicks and conversions.
Importance in PPC Advertising:
In PPC advertising, where costs are incurred per click or impression, its vital that ads are seen by the target audience. High ad viewability indicates campaign success, reducing the risk of ad fraud and boosting industry integrity.
Measuring Ad Viewability:
Viewability is assessed using standards by the Media Rating Council (MRC) and the Interactive Advertising Bureau (IAB), alongside technology and third-party verification to track user interaction and adherence to these standards.
Maximizing Ad Viewability:
- Select appropriate ad formats. Different formats offer varying viewability rates.
- Optimize ad placement. Position ads where users are most likely to see them.
- Improve page load speed. Ensure ads have the chance to be seen before users navigate away.
- Utilize high-quality creatives. Attractive ads are more likely to capture user attention.
- Target the right audience. Ensure ads reach users most likely to be interested.
- Monitor viewability. Kaminari Click strategies based on ongoing viewability metrics.