As our beautifully chaotic industry moves into a world of viewable impressions, committing to view rates across digital ad campaigns is becoming ever more apparent.
The new industry standard as defined by the MRC considers a viewable impression of a display ad is when 50% of the ad’s pixels are in view on the screen for a minimum of one second, and a minimum of two seconds for video.
In an effort to mimic the direction in which individuals digest online content nowadays; ad formats have steadily migrated away from being designed solely for desktop, moving towards smartphones and In-App environments.
Advertisers rely on users not only viewing an ad, but also interacting with the content and connecting with the message, especially when it comes in the form of rich media. Which is why the industry is shifting the way in which we measure mobile viewable ad impressions, as compared to mobile served impressions.
AdZouk’s Managing Director Jamie Atherton says the ad-tech company is leading the way, and working closely with Google and DoubleClick, ensuring that all their advertisers across the MENA achieve over and above the current global viewablitliy benchmark 50.2%.
Being a Google Certified Publisher Partner, AdZouk is given access to harness Google’s technology, ensuring they deliver full Viewability to their advertisers.
“Global ad view rates are teetering around the 50% mark, in MENA they’re even lower. At AdZouk we’re surpassing global levels significantly with various key and influential changes to our supply side. Being a Google Certified Publisher Partner, we’ve implemented Google’s recent research into ad Viewability”.
According to think with Google – the most viewable position is right above the fold, not necessarily at the top of the page, however it is important to note that not all above the fold ads guarantee Viewability. Studies have also shown that many below the fold impressions can be viewable, especially the vertical formats.
Moreover, as Jamie points out “At AdZouk, we’ve incorporated banner ads just above the fold and taken away from the very top of the page, furthermore we’ve implemented more vertical ad units such as the 300×600, 120×240, and the 160×600. This correlates directly to research from The Media Ratings Council, who deems an ad to be viewed when 50% of the pixels are in view for 1 second.
We’ve also tagged our most premium content sites with ad slots just below the fold, this is further in line with Google’s research as premium content will always hold the users attention, having a direct effect on ads being viewed. All these changes are only made possible through AdZouk’s OneTag® system, giving us the ability to change the sites ad layout. This gives increase ad Viewability, better performance for the advertiser, and increased revenue for our publishers. Taking this into account, I have no doubt that AdZouk will continue to dominate this part of the market”.
So the questions digital advertisers need to ask – are their ad’s performing to the global MRC Viewability standards? Can your publisher’s site automate the layout to ensure you ad is seen?
Feature images credit: courtesy of Thinkzenmedia
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