The advertiser gauges a campaign’s performance by CTR. The meaty part for publishers, though, is the point where viewability and CTR intersect and determine CPMs. An ad at the bottom of the page - in view when the user has switched mindsets and is no longer ravenously plowing through content - might actually get more clicks than an ad at the top (especially if the ad at the top loads slowly). If a banner takes too long to load, there’s the chance the user will never see it - they’ve already scrolled down to the content they came for. When we talk about viewability, the phrase “above-the-fold” comes up so frequently, an outsider might think it’s a proxy or a synonym for viewability, but it’s not. Custom ad units are an exception, as is mobile - neither have clear standards in place just yet. By the IAB’s standards, a display ad is viewable when at least 50% of its pixels are in view for one second. We do have some agreement on what viewability means, except for when we don’t. Publishers can be empowered by understanding how viewabilty and CTR work and don’t work together: By explaining the nuances to advertisers, pubs can give those advertisers a deeper understanding of campaign performance, can help advertisers get more bang for their buck, and ultimately can help foster longer-term business relationships between pubs and buyers. They certainly don’t operate by the same conventional wisdom. ![]() There may be a correlation between viewability and clicks, but the two don’t always work in harmony with each other. Well, the complicated part is that, industry-wide, we’re demanding viewability in digital, but by and large, we’re still evaluating campaign performance using click-throughs. If no one sees the ad, why should the advertiser be obliged to pay for it? Mobile Viewability CPM CTR engagement metrics mobile phil gale phunware rebooking viewabilityīrand advertisers and agencies have decided viewability is their chosen cause this year - and why not? The point of serving ads is for those ads to be seen.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |