Viewability has been one of the great buzzwords in the last year or so and for great reason. A Viewable Impression is defined as an advertising impression that has appeared within a user’s browser and has had the opportunity to be seen. In order to be viewable, an ad must be viewed for a full second. Sounds simple, right? Not so fast.
Measuring Viewability can be very tricky. When measuring the performance of brand campaigns, there are many different ways to measure non-standard ad formats, such as content-rich native ads, and videos. Without no clear guidelines, how are marketers able to overcome the challenges facing viewability?
The current approach means that high-impact ad units are not sufficiently viewable compared with standard display units. This, could, in some cases lead to marketers stopping using them, which is strange given that these ads deliver the best results in terms of brand campaign performance metrics like engagement and exposure. These are KPIs which should be considered alongside viewability. Marketers need to start encouraging publishers – as well as ad tech providers – to revise their guidelines and include all ad formats in the viewability equation.
Secondly, we should develop creatives that hook the user and inspire them to keep watching.
We must keep two things in mind:
-What is the creative? Does it demand that a user sees more than two seconds to have any value? How many seconds?
-What we can expect the user to see? In digital, especially mobile, expecting the user to see all 30 seconds of a TV ad on a digital screen is not always realistic. Yes, great content is able to engage a user for more than 30 seconds but this is not always possible.
As viewability becomes the dominant force in the measurement of campaign success, marketers, agencies, and publishers need to collaborate to ensure that all ad formats can be measured collectively. If marketers can begin to encourage publishers to see the bigger picture then creative, rich-media formats will, at last, achieve the recognition they deserve.
With digital devices, especially mobile, video ads can be so much more powerful than TV ads in that they are interactive and more multidimensional. We need to take advantage of the new features available to us in the digital world to make video ads more effective.
Finding the right level of viewability for a campaign can be tricky, but there are tactics that can be used to make viewability work effectively: for example, marketers can work private marketplace deals that deliver both high viewability, desired audience and the right brand association. And thanks to real-time optimisation, when viewability data is incorporated into the optimisation process, user-level data can be leveraged to predict viewability at bid-time, increasing in-view and completion rates while maximising reach.
Our company Sun Media is able to achieve at least 70% Viewability with their renowned AVA format. What’s more, we work with a brand safe model meaning there is no way ad fraud can occur. We also allow any technology to integrate with us meaning viewability really can be measured properly.