‘What Affects Ad Viewability? 5 Factors From A Google Study’ – ‘Marketing Land’ Article
Ginny Marvin says, “As more advertisers move toward buying display ads on a viewable impression basis rather than by served impression, Google looked across its display ad platforms, including DoubleClick, to find out what affects an ad’s viewability.
A viewable impression occurs when at least 50 percent of an ad in view for more than one second, according to the IAB standard. Google’s study looked at display ads across web browsers on desktop and mobile devices and came away with 5 key findings.
1. Viewability averages are being dragged down by a an outsized number of publishers. The study found that 56.1 percent of display ad impressions were never viewable. However, the average publisher viewability rate was 50.2 percent.
2. Top of the page isn’t as important as you might think. Turns out the most viewable ad position is right above the fold, not the top of the page. That’s true for 300 x 250, 728 x90 and 320 x 50 ad units”.
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