Last updated on 2024年5月4日

What are the pros and cons of using viewability as a key performance indicator for programmatic media buying?

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Viewability is one of the most common metrics used to measure the performance of programmatic media buying, which is the automated process of buying and selling digital advertising space. Viewability refers to the percentage of ads that are actually seen by the users, not just served on the web page. But is viewability a reliable and accurate indicator of the success of your programmatic campaigns? In this article, we will explore the pros and cons of using viewability as a key performance indicator (KPI) for programmatic media buying.

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1 What is viewability and how is it measured?

Viewability is defined by the Interactive Advertising Bureau (IAB) as the minimum amount of time and space that an ad must occupy on the screen to be considered viewable. For display ads, the standard is that at least 50% of the ad pixels must be in view for at least one second. For video ads, the standard is that at least 50% of the ad pixels must be in view for at least two seconds, and the video must start playing. Viewability is measured by various tools and platforms that use different methods and technologies, such as tags, pixels, or JavaScript.

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Corinna He?ler

Managing Director Europe (6H Agency)
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Die hier angegebenen Standards 50/1 und 50/2 haben bei vielen namhaften Advertisern und Agenturen l?ngst ausgedient. Moderne Trackingtools in diesem Bereich (IAS, MOAT, Meetrics & Co.) bieten l?ngst auch die M?glichkeit h?here Standards anzulegen und die Sichtbarkeitstandards pro Marke auch individuell zu definieren. Der Vorteil liegt auf der Hand: steigende Standards helfen, die qualitativ hochwertigsten Publisher und Formate auszuw?hlen. Gleichzeitig hat die Komplexit?t der Frage nach der Sichtbarkeit dadurch deutlich zugenommen und die Vergleichbarkeit ist nicht immer zwischen Plattformen und Angeboten mehr gegeben.

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2 What are the benefits of using viewability as a KPI?

Using viewability as a KPI can help you optimize your programmatic media buying strategy in several ways. First, it can help you ensure that your ads are reaching your target audience and not wasted on non-viewable impressions. Second, it can help you evaluate the quality and performance of your ad inventory, publishers, and placements. Third, it can help you improve your ad creative and design to make it more engaging and relevant for the users. Fourth, it can help you align your campaign objectives and budgets with your viewability goals and expectations.

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Thomas Brambor

VP, Data Science at Known
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Don't use viewability as a KPI. It may help as an indicator of inventory quality but has no value in and of itself. Focus your KPIs on advertiser business outcomes and see if viewability as a signal can help optimize the performance you really care about.

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3 What are the challenges of using viewability as a KPI?

Using viewability as a KPI also comes with some challenges and limitations that you need to be aware of. First, viewability is not a standardized or consistent metric across different tools and platforms, and there may be discrepancies and variations in how it is calculated and reported. Second, viewability does not necessarily reflect the impact or effectiveness of your ads, as it does not measure other factors such as attention, engagement, recall, or conversion. Third, viewability can be affected by various external factors, such as user behavior, device type, browser settings, or ad fraud. Fourth, viewability can be costly and complex to measure and optimize, as it may require additional resources, tools, and expertise.

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Jared Collett

Sr. Director, Ad Operations at Major League Fishing & Honorary Host of Beeler.Tech Industry Happy Hour
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Viewability may not reflect the impact or effectiveness of your ads, but it should be used to help evaluate it. If you have two creatives: (A) has a CTR of 0.3% and (B) has a CTR of 0.2%. At first glance (A) is the better performing creative; however, when you bring in Viewability you see that (A) was at 70% viewable, and (B) was at 40% viewable. Now, if you adjust for viewability, you will see that (B) has a better CTR when seen. - So it becomes very important when comparing different impacts.

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Michael Rodov
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Viewability alone does not consider advertising costs. For example, with two creatives: (A) 40% viewable at $15 CPM and (B) 60% viewable at $30 CPM, relying solely on viewability would suggest that (B) performs better. However, when calculating viewable CPMs, (A) is $37.50 and (B) is $50. If you spend $1 million, (A) would result in 26.6 million viewable impressions, while (B) would yield 20 million viewable impressions. Overall, Viewable CPM is a more informative metric than Viewability, although it can be more challenging to calculate for complex ad campaigns.

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4 How can you improve your viewability rates?

There are some best practices and tips that you can follow to improve your viewability rates and make the most of your programmatic media buying campaigns. First, you can use data and analytics to identify and target the most viewable inventory, publishers, and placements for your ads. Second, you can use dynamic creative optimization (DCO) to tailor your ad creative and design to the user's context, preferences, and behavior. Third, you can use responsive and adaptive ad formats that can adjust to different screen sizes and orientations. Fourth, you can use verification and anti-fraud tools to monitor and prevent invalid or non-human traffic that can skew your viewability results.

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Jared Collett

Sr. Director, Ad Operations at Major League Fishing & Honorary Host of Beeler.Tech Industry Happy Hour
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As a publisher the easiest way to increase viewability is to use a javascript wrapper that detects if the web element is in-view before rendering or refreshing an ad unit. This minor javascript took our page from 55% viewable (with refresh) to 92% viewable (with refresh).

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5 What are some alternatives or complements to viewability as a KPI?

Viewability is not the only or the ultimate KPI for programmatic media buying, and you may want to consider alternatives or complements to viewability that can provide more insights into your campaign performance and outcomes. Attention, engagement, brand lift, and return on ad spend (ROAS) are all metrics you can use to measure success. Attention measures how long and how deeply users interact with your ads, such as mouse movements, clicks, scrolls, or video completions. Engagement measures how well your ads drive users to take a desired action, such as visiting your website or making a purchase. Brand lift measures how your ads influence users' perception and awareness of your brand. Finally, ROAS measures how much revenue or profit your ads generate compared to how much you spend on them.

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Jared Collett

Sr. Director, Ad Operations at Major League Fishing & Honorary Host of Beeler.Tech Industry Happy Hour
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I feel that ad density and time on screen is a big KPI that not many want to talk about. You only need 1s to count as viewable, but how much on the page is your ad competing with, and how long does your ad actually have to grab the users attention? If a media buyer isn't looking at Viewability, Ad Density, and Time on Screen when evaluating inventory, then are they truly ensuring best placement with minimal competition?

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the pros and cons of using viewability as a key performance indicator for programmatic media buying?

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1 What is viewability and how is it measured?

2 What are the benefits of using viewability as a KPI?

3 What are the challenges of using viewability as a KPI?

4 How can you improve your viewability rates?

5 What are some alternatives or complements to viewability as a KPI?

6 Here’s what else to consider

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