Ad viewability is one of the most critical metrics for publishers and advertisers alike. It refers to the percentage of an ad that is actually visible to the user. Ads that are not viewable are wasted impressions, which can result in lower revenue for publishers and decreased ROI for advertisers. In this beginner’s guide, we’ll discuss the best practices for optimizing ad viewability to improve user experience and increase revenue.
Above the Fold vs. Below the Fold
Ad placement is a crucial factor in ad viewability. Above the fold (ATF) ads are those that are visible without scrolling, while below the fold (BTF) ads require the user to scroll down to view them. ATF ads generally have higher viewability rates, but BTF ads can still be effective if placed strategically. Best practices for ad placement include placing ATF ads near the top of the page, avoiding placing ads too close to content, and avoiding placing ads in areas that users tend to ignore, such as the footer.
Choosing the Right Ad Format
The ad format you choose can have a significant impact on ad viewability. Some ad formats, such as pop-ups and interstitials, can be highly disruptive to the user experience and may be ignored or closed before they can be fully viewed. On the other hand, native ads and in-stream video ads tend to have higher viewability rates because they are integrated into the content and are less likely to be ignored. Best practices for ad formats include choosing formats that are user-friendly, non-disruptive, and relevant to the content.
The Impact of Page Speed on Ad Viewability
Page speed is another critical factor in ad viewability. Slow loading pages can result in ads that are not fully rendered or take too long to load, resulting in lost impressions. Best practices for page speed optimization include optimizing image and video file sizes, minimizing HTTP requests, using a content delivery network (CDN), and minimizing the use of third-party scripts.
How to Measure Ad Viewability
Measuring ad viewability is essential to optimizing it. There are several measurement tools available, including Google Ad Manager, Moat, and DoubleVerify. These tools provide data on ad viewability rates, as well as insights into factors that may be affecting ad viewability. Best practices for measuring ad viewability include using multiple measurement tools, setting viewability benchmarks, and regularly reviewing and optimizing ad viewability.
Putting Best Practices into Action
Optimizing ad viewability requires a multifaceted approach that takes into account factors such as ad placement, ad format, page speed, and measurement. By following the best practices outlined in this guide, publishers and advertisers can improve the user experience, increase revenue, and make the most of their ad inventory.
Blue Carbon is the creation of a group of advertising and marketing executives who recognized a real gap among website and publisher services where monetization is concerned. Most companies sell publishers into a single platform solution featuring programmatic advertising. Blue Carbon set out to change this by taking a holistic, 360 degree approach to a publisher’s business. We look at all of their digital assets and develop a customized solution to achieve their goals.
Since 2018, Blue Carbon has developed a reputation for innovative thinking, offering publishers creative solutions that drive revenue and their business.
The Blue Carbon team is comprised of seasoned executives with backgrounds in advertising, marketing and digital transformation, including:
Advertising agencies Technology consulting Digital sales Publisher networks Client marketing Data analytics Monetization
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