Viewability in digital marketing | Choozle UPFRONT
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Nov 11

What is viewability?

In the digital space, viewability is a hot topic. But, what exactly is viewability in digital marketing, and what does it mean for your brand? Find out what the hype around viewability is, below.

A display ad is considered viewable if at least half of the adŠ—’s pixels are in view for at least one second on the page. For a video ad, half of the adŠ—’s pixels must be in sight for at least two seconds on the page to be considered viewable. There is a variety of different reasons as to why an ad would not be regarded as viewable such as an inactive window, the video or ad is out of frame, or the audio is muted on a video ad. While many advertisers are concerned that their viewability rates are low, it is important to keep in mind that this does not mean fewer people are viewing your ad than if you were to buy an advertisement in a magazine or billboard, for example. Because programmatic advertising allows for quantifying how many people are viewing your ad, low viewability rates have become a hot topic. Though, if you were to buy that magazine ad or billboard ad, you wouldnŠ—’t know the viewability rates associated with that ad.

There are some different ways you can combat viewability in digital marketing strategies with Choozle. Above-the-fold advertising allows for your ad to appear on the top of a web page. Choozle also offers site lists, which allow for ads to show up on the websites you want, and a block list of publishers, which include malicious websites and undesired content. The size of your ad is also something that you should take into consideration when trying to optimize viewability rates. Larger ad sizes boost viewability because they more easily catch the user’s attention. For example, the top three video ad sizes that have the highest viewability rates are 848×477, 640×390, and 1280×720.

Creativity is also a crucial factor in digital advertising, especially concerning viewability. Be sure to invest time and money into making your ad one that people will want to watch or follow the call to action. By catching usersŠ—’ eye with strong creative, your viewability rates will rise.

Viewability is a top concern for many online advertisers, as they want to know how many people are viewing their ads on the web. By using some of the tactics discussed above, you can combat low viewability rates and help promote your brand even more!

About The Author

Megan Sullivan-Jenks is director of marketing & communications at Choozle – Easy Digital Advertising®. A self-proclaimed tinkerer, Megan's a problem solver for marketing and advertising strategies and execution. From nonprofits to consumer goods and software, she's an expert at creating online and offline marketing & communications strategies that are engaging and results-driven. Outside of the office, Megan rolls up her sleeves to enjoy all things DIY like sewing and woodworking.