Ad viewability is a metric for tracking how many users have viewed an ad on a website, which helps to identify a sufficient number of ad impressions. By optimizing the advertising’s technical material, the advertiser can improve the campaign’s functionality and the advertising’s viewability.
The exact definition of viewability varies, and different systems measure it in different ways. Therefore, 100 % viewability is not possible, and operators in the industry define generally accepted standards for measuring viewability and for judging a good viewability rate.
The Interactive Advertising Bureau (IAB) defines viewability as:
IAB defines a good viewability rate as 70% for desktop ads and 50% for mobile ads.
Read more in the IAB Viewability guide (in Finnish).
The medium can influence the viewability of advertising spaces on its websites by, for example, considering the amount and the placement of advertising spaces and by using distribution technology. The advertiser, however, also has a significant role in improving the viewability rates of campaign material.
The advertiser can influence viewability rates by considering features such as:
- The weight of the material
- The weight of the initial load
- The amount of resources to be loaded
- The number of tracking pixels
- Creative advertising material
A well-built material is in a key position: