In the fourth article of the #SuccessStack, we explore viewability and its increasing importance in retaining and growing ad revenues for your publishing business. We’ve recently received a lot of questions on viewability from our AdSense publisher community, so this post should answer the most frequently asked ones.
What is viewability?
Media Rating Council (MRC) and IAB standards state that a display ad is counted as viewable when at least 50% of the ad is within the viewable space on the user’s screen for one second or more.
Why is it important for your ad revenue?
An ad served doesn’t necessarily equal an ad viewed, and digital advertisers and publishers are catching onto this as the industry shifts toward valuing viewable rather than served impressions. This is because ads that are considered viewable have a higher chance of being seen and are more likely to engage an advertiser’s target audience.
As a result, more savvy advertisers are paying closer attention to ad viewability and it is increasingly becoming a factor in their decision making around ad spend.
If an ad isn’t seen, it can’t have an impact, change perception, or build brand trust. That’s why measuring viewability matters. For AdSense publishers, this means that increased viewability may encourage greater investments from advertisers.
Let’s get started
Before you get to work on increasing viewability, make sure you choose the right tool to give yourself the best possible potential earnings. To help you with this, be sure to schedule a free consultation with one of our experts who can help you to choose the right solution for your business.
How can you increase the viewable impressions delivered by your site?
Bonus tip: Switch 320×50 for 320×100 ad units.
Replacing your 320×50 ad units with 320×100 on your mobile device can improve viewability and potentially increase earnings. Revenue per thousand impressions (RPMs) tends to increase when you move to the larger mobile banner ad. This is because using the 320×100 ad unit allows both the 320×50 ad and the 320×100 to compete for the same ad space, doubling the fill-rate competition. It’s best practice to put the ad just above the fold as mentioned above, which could further boost your revenues.
2. Use mobile-friendly ad formats.
Mobile is becoming an ever more important part of online ad sales. Here are three mobile friendly ad formats to try:
- Use large high impact ad units such as the medium rectangle (300×250), large rectangle (336×280) and large mobile banner (320×100) to get the best results. The first two work well on desktop and mobile (below the fold), with the third being designed specifically for mobile.
- AdSense also offers two kinds of page-level mobile ad formats, anchor ads and vignettes. Both are designed to increase mobile viewability.
Once you’ve implemented the tips above, you can find even more advanced best practice viewability tips in this infographic.