The Viewability Optimisation is a decisive factor in digital marketing. It refers to the measurement of what percentage of a digital advert is actually visible to the user. This is of great importance as advertisers only want to pay for adverts that can be realistically perceived [1][2]. By optimising viewability, companies can improve their advertising strategies and increase the efficiency of their campaigns.
What is viewability?
Viewability describes whether an advert is seen by a user. This means that the advert must appear in the visible area of the screen for at least 50 % for at least one second. For video adverts, at least 50 % of the video must be visible for at least two seconds [2][4]. Measurement methods and standards vary depending on the format and device, which makes comparability difficult [5].
The importance of viewability optimisation
Optimising viewability is crucial for the success of advertising campaigns. As many adverts are not placed in the viewable area of the screen, advertisers often do not receive any feedback on whether their adverts are actually being seen. By focussing on viewability, companies can ensure that their investment in advertising is effective [3][4].
Challenges with viewability
One of the biggest challenges is the influence of ad blockers and the different viewability standards on different devices [5]. In addition, there is no uniform standard for measuring viewability on mobile devices [3].
Viewability optimisation in practice
To optimise viewability, advertisers should take a strategic approach. This includes checking the placement of adverts on websites and ensuring that they appear in the visible area of the screen. Equally important is the use of tracking tools to measure and analyse the actual viewability of the ads [2][9].
BEST PRACTICE with one customer (name hidden due to NDA contract)A company operating in the fast fashion sector has successfully optimised its display ads by increasing the placement of the ads at the top of the web pages. This increased viewability by 20 %, which led to a significant improvement in the advertising strategy.
### Examples and tips
- Optimum placement**: Ensure adverts are placed in the visible area above the fold where they will be seen more frequently [6].
- Use of tracking tools**: Use tools such as Google Analytics or Moat to monitor the actual visibility of adverts [2][9].
- **Format customisation**: For video adverts, it is important to keep them visible for at least two seconds in order to achieve high viewability [2][4].
Viewability optimisation: challenges and solutions
The challenges of viewability optimisation range from technical limitations to different platform standards. To overcome these, companies should work with specialist service providers who specialise in improving ad viewability. Coaching from experts such as iROI-Coaching can help to optimise strategies and increase the visibility of ads.
### Measures for improvement
- Regular analysis**: Constantly monitor the viewability of your adverts to identify weak points [9].
- Cross-device approaches**: Consider visibility on different devices as this influences the effectiveness of campaigns [5].
- Ad blocker management**: Use strategies that bypass ad blockers to increase actual visibility [5].
Conclusion and outlook
Viewability optimisation is a decisive step towards increasing the efficiency of digital advertising campaigns. By focussing on viewable ads, companies can use their budgets more effectively and increase the impact of their advertising. However, the challenges are manifold and strategies need to be continuously adapted to maximise viewability.
My analysis
In summary, viewability optimisation is a key aspect of digital marketing. It enables companies to design their advertising strategies more precisely and increase the effectiveness of their campaigns. With the right tools and strategies, viewability can be optimised, which ultimately leads to a better return on investment.
Further links from the text above:
– What is viewability? Definition & explanation
– What is viewability? Measure ad visibility
– Viewability simply explained | mso digital Wiki
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