Understand what viewability is and how to measure the visibility of your online ads – WAU
Viewability is a marketing metric and was created precisely to make the work of those who want to strengthen their brand or improve the performance of their business through online ads more efficient.
One of the main ways to promote a brand on the internet – whether in search of creating brand awareness or to improve performance – is through advertisements, right? But it is not always possible to be sure that your campaigns are, in fact, efficient in helping your business achieve the established goals and objectives.
After all, how do you know if your ad was actually viewed? Because of questions like this, the concept of viewability was created. The main purpose is to establish some rules that determine what proportions are necessary to consider whether an ad has been viewed or not.
How about, then, go deeper into this concept and understand how viewability can be important for you to get the most out of each of your campaigns?
Just continue reading this article to clear all your doubts about each of these points:
What is viewability?
In a free translation, viewability can mean “giving visibility” and, based on this answer, it is possible to more easily understand this increasingly important concept within Digital Marketing. However, the definitions were not as clear and, as a result, many metrics were not, in fact, as accurate as they should be.
After all, some media outlets calculate the number of impressions for an ad with the simple appearance of a pixel on the user’s screen. That is, in practice, your message was not effective, since whoever is accessing the page may end up not even viewing a considerable part of the message you are trying to get across.
Thus, the Interactive Advertising Bureau (IAB) and the Media Rating Council (MRC) created a definition for what viewability is: the ad must have at least 50% of its image exposed for one second to be validated as viewed. As for the pieces in video format, the percentage is the same, but it needs two seconds of exposure.
In the era of digital advertising, metrics and indicators take on a fundamental role and it is very important to always improve this work. As the impression is measured based on the number of times that a piece was loaded on a page, the viewability arrives precisely to provide greater precision of the efficiency of the ads.
The goal is to create a standard so that advertisers know the real value of their campaigns, after all, what is the point of considering a piece as seen if, in practice, the user did not receive even half of the message? The definition created by IBC and MRC, therefore, offers a guide for companies to be able to measure the performance of their actions.
What is the importance of standardizing this metric?
But what is the real importance of establishing a standard with this metric? The goal of any ad is to impact the user, right? Regardless of what the end goal is with that piece – branding or performance, for example – all the effort will be wasted if the ad is not visible to the user.
After all, it is difficult to get a message across, strengthen the digital presence or even attract leads to your pages with just a few pixels viewed. That is, it is not enough to run a piece on a website or application, you need to ensure that it is shown to whom you want to impact. Otherwise, the effectiveness will be practically zero.
The viewability was created precisely to solve this problem, providing a reliable indicator of the impact that online ads have had on the user. As we mentioned above, the impression – although valid – is not a very accurate metric, since it does not calculate how many users were impacted by a considerable part of the piece.
In this way, advertisers gain more inputs to better understand the performance of that campaign. After all, the number of impressions of an ad is often high, but in practice, the returns were very low for your business, not providing the scenario of what really happened: your ad was not seen.
Viewability, therefore, ensures that advertisers have a real chance of impacting users with their pieces. In addition, it is possible to better measure what really worked and what needs to be improved to achieve more satisfactory results and a positive performance with the adopted strategies.
Keep in mind, however, that viewability – like any other metric – should not be analyzed separately. It is essential to compile a set of indicators to get a real sense of the performance of your campaigns. A high viewability rate does not necessarily mean that your clickthrough rate will increase, as other factors are also relevant, such as the content of the piece.
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What are the advantages of viewability?
Viewability is, therefore, essential for your ads to become more efficient even with different approaches and / or objectives. How about, then, knowing what are the main advantages of this concept? Check out!
Assists in advertising results
Seeking the best results is fundamental for any company that wants to compete on an equal footing with the competition, right? Viewability facilitates the work of advertising based on results and data, providing the precise insights so that the next strategies adopted are even better and generate more results.
Increases public awareness
For those who want to strengthen the digital presence of a brand, the viewability is excellent, since it directly contributes for the public’s recognition in relation to your company to increase considerably. After all, for something to be recognized, it is necessary to be seen and nothing better than having more complete pieces being exhibited.
Contributes to the improvement of other rates
As the Google data mentioned earlier in this content shows, viewability ends up contributing to the improvement of other indicators and metrics for your campaigns. With the greater visibility of your ads, the chances of more users clicking are enhanced, for example.
Offers more relevant data
Monitoring metrics and indicators closely is essential to achieve better performance and always improve the strategies adopted within your Marketing plan. Viewability is another one of them, providing the necessary information to let you know if users are actually viewing your ads.
Avoid wrong decisions
With more accurate information in hand, decisions made within an organization tend to be more accurate. That is, in practice, viewability helps to decrease the margin of error when analyzing the performance of a Marketing campaign or action. With an accurate source serving as the basis, the wrong decisions will be repeated less and less.
Improves resource utilization
Making the most of the available budget for Marketing is not an easy task, however, when you have greater control over your results, it becomes simpler. Viewability is another indicator that will allow you to better manage your resources, relocating whenever necessary, according to the performance of the shares.
In this way, viewability becomes an increasingly important concept within the digital environment. After all, it allows more accurate measurement of ads, which results in more efficient campaigns and, as a consequence, that bring visible results for your company, whether to strengthen the brand or improve performance.
Which campaigns are most impacted by viewability?
For a long time, the idea was created that viewability is only relevant for campaigns with the objective of building and / or strengthening a brand and its digital presence. The impact in these situations is, in fact, relevant: according to a Google survey, the longer the preview time of a piece, the greater the recognition of a brand.
In relation to campaigns that have the main objective of better performance – such as those that seek to increase the conversion rate – data from Google itself showed that viewability is also important. Ads that followed IAB and MRC standards recorded four times more conversions than non-standard ads.
As obvious as it may seem, the longer the time and size of an ad’s exposure, the greater the chances of achieving a satisfactory result in the end. In the case of performance campaigns, however, it is recommended to pay close attention to the other indicators as well, such as the bounce rate or click-through rate.
The important thing is: regardless of what the final goal of your campaign is, viewability is an important metric to be measured, since it considerably increases your chances of achieving satisfactory performance.
Now that you know how viewability is a very important metric for your ads to be measured more accurately, how about going deeper into this subject on a specific platform? We have prepared an article with everything you need to know to generate results with Social Media ads!