{"id":300888,"date":"2016-04-06T04:00:00","date_gmt":"2016-04-06T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/meet-advertiser-viewability-demands\/"},"modified":"2023-07-27T12:07:18","modified_gmt":"2023-07-27T12:07:18","slug":"meet-advertiser-viewability-demands","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/meet-advertiser-viewability-demands\/","title":{"rendered":"How to meet advertiser viewability demands"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Publishers are well placed to provide not only high quality advertising environments, but also meet advertiser calls for viewable inventory as we move closer to trading on viewability.\u00a0 While some advertisers are in the process of defining their own viewability KPI\u2019s, whether that be 50% in view for at least 2 seconds, or 70% in view for at least 3 seconds; publishers can make sure they\u2019re ready to deal with the demands from advertisers and are able to forecast what inventory to deliver to advertisers with these specific requirements.<\/p>\n<p>Here are some pointers for how publishers can dramatically improve their overall website viewability score.<\/p>\n<h3><strong>Ad Position<\/strong><\/h3>\n<p>Publishers know their content and audience, and should know where ads perform the best on their site.\u00a0 It\u2019s worth experimenting and continually testing different ad positions to identify the premium positions to deliver the best ad viewability.<\/p>\n<ul>\n<li>Try running ads wrapped around the content; as contextually relevant ads that are placed next to premium, engaging content are more likely to drive better viewability rates.<\/li>\n<li>Some advertisers are averse to booking ad positions at the bottom of the page because they believe them not to be seen.\u00a0 This is an opportunity for publishers to ensure that engaging content is positioned all over the site, including bottom of the page; for example by having any sign up or call to action instructions, or access to similar content. This would turn these ad units into best performers in some contexts.<\/li>\n<\/ul>\n<h3><strong>Ad Size<\/strong><\/h3>\n<p>The common misconception is that the Leaderboard format delivers the best results. Our research shows that users returning to a site, or familiar with a website layout, often scroll quickly to content they are looking for, meaning the Leaderboard isn\u2019t seen.<\/p>\n<p>Units like Skyscraper\u2019s and Super Skyscrapers are some of the best performing formats. Our latest Q4 Media Quality Report reveals that the Double MPU achieved the highest in-view rate, at 57.7% in view, followed closely by Skyscrapers with a viewability rate of 57.3% in view.<\/p>\n<p>IAB\u2019s larger Rising Star ad formats, especially with the minimum standard of 30% in-view rate, performs better for publishers.\u00a0 The Q4 Media Quality Report found 51.7% of Billboard ads were viewable, and 46.5% of Portrait ads were viewable during Q4 2015.<\/p>\n<h3><strong>Ad Formats<\/strong><\/h3>\n<p>A commonly used format nowadays is the sticky unit, which scrolls with the user for a few seconds to ensure high viewability for this unit. Although potentially intrusive, it drives viewability rates.<\/p>\n<h3><strong>Creative load times<\/strong><\/h3>\n<p>One of the big issues hitting publishers is resolving discrepancies; heavy creative assets impacts on viewability scores. Measures publishers can consider to help advertisers:<\/p>\n<ul>\n<li>Producing A\/B testing results on campaigns &#8211; one with lightweight creative and one with heavy &#8211; will demonstrate the detrimental impact on viewability times to advertisers<\/li>\n<li>An advertiser who demands high viewability metrics should be restricted on creative weight size for their campaigns<\/li>\n<li>Introduce restrictions on mobile creative when issues are not only limited to campaign viewability, but are related to data usage and user experience.<\/li>\n<\/ul>\n<h3><strong>Page Load Times<\/strong><\/h3>\n<p>A large number of ads on the page and additional tags, slow down page load times \u2013 leading to poor viewability rates. Removing ads with poor viewability rates will not only reduce ad clutter rates (an advertiser KPI) but will also help speed up both page and ad creative load times.<\/p>\n<h3><strong>Quality content<\/strong><\/h3>\n<p>It\u2019s fairly obvious: quality content, will drive better viewability rates. Ensure the editorial team understand the importance of ad viewability; and that by running better-performing ad units next to the content, it potentially lessens the number of ads on the page.<\/p>\n<h3><strong>Better understand your inventory<\/strong><\/h3>\n<p>It\u2019s crucial to fully understand your site\u2019s inventory. There are lots of ways to use custom variables to analyse viewability.\u00a0 The Pub Expert platform allows three custom variables (alongside six standard ones) for publishers to segment viewability data.<\/p>\n<ul>\n<li>Compare subscribed users\u2019 viewability against non-subscribed users. Since subscribed users mostly drive higher viewability rates, this data can be presented to advertisers to help drive higher CPMs<\/li>\n<li>Use a viewport variable to test how a responsive site is impacting on viewability.<\/li>\n<li>Does the MPU on tablet work better than desktop<\/li>\n<li>How does geo impact viewability?<\/li>\n<\/ul>\n<p>In summary, collaborate with all parts of your business: look beyond standard viewability measurements and seek out areas of the site with the greatest dwell time; have a flexible website design team with a choice of highly viewable units; and brief the editorial team on ad viewability.<\/p>\n<p>Smoother internal operations can ultimately lead to a better user experience.\u00a0 These measures will enable publishers to package inventory more effectively to appeal to advertisers looking at brand exposure as well as viewability.<\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Publishers are well placed to provide not only high quality advertising environments, but also meet advertiser calls for viewable inventory as we move closer to trading on viewability.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[280,281,288,294,298],"tags":[],"class_list":["post-300888","post","type-post","status-publish","format-standard","hentry","category-channels-uk","category-ctv-video-uk","category-resources-uk","category-topics-uk","category-viewability-uk"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to meet advertiser viewability demands - Integral Ad Science<\/title>\n<meta name=\"description\" content=\"Pointers for how publishers can dramatically improve their overall website viewability score.|Pointers for how publishers can dramatically improve their overall website viewability score.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/uk\/insider\/meet-advertiser-viewability-demands\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to meet advertiser viewability demands\" \/>\n<meta property=\"og:description\" content=\"Pointers for how publishers can dramatically improve their overall website viewability score.|Pointers for how publishers can dramatically improve their overall website viewability score.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/uk\/insider\/meet-advertiser-viewability-demands\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2016-04-06T04:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-07-27T12:07:18+00:00\" \/>\n<meta name=\"author\" content=\"IAS TEAM\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@integralads\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"IAS TEAM\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/integralads.com\/uk\/insider\/meet-advertiser-viewability-demands\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/meet-advertiser-viewability-demands\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"How to meet advertiser viewability demands\",\"datePublished\":\"2016-04-06T04:00:00+00:00\",\"dateModified\":\"2023-07-27T12:07:18+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/meet-advertiser-viewability-demands\/\"},\"wordCount\":778,\"publisher\":{\"@id\":\"https:\/\/integralads.com\/#organization\"},\"articleSection\":[\"Channels\",\"CTV &amp; 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