What is a Viewability Rate?
By this we mean, the viewability rate is the percentage of ad impressions which count as being viewed. A viewed impression is described as being at least 50% on screen for one second. For example if a website has 10 ad impressions, of which five are counted as viewable, then the site will have a Viewability Rate of 50%.
What does Viewability Rate mean?
Viewability Rate is a new advertising metric which defines how many of ad impressions on a site are actually viewed by users. The standard definition is that any ad which is at least 50% on screen for one second counts as being viewed. This definition is still being debated however.
Viewability Rate Formula
The Viewability Rate equation is:
Click to enlarge
Viewability Rate = (Viewable Ad Impressions / Ad Impressions) x 100
Note: “Measured ad impressions” are used in the above formula (as opposed to regular ad impressions). This is because viewability/verification vendors are unable to measure 100% of total ad impressions. As a result measured ad impressions are always lower than ad impressions.
Measured ad impressions are simply the amount of ad impressions measured by a company.
What it looks like
Place your ads above the fold to make sure your ads are all viewable. This will help even for users who don’t scroll down.
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Author: Justin Driskill
Justin is the founder of The Online Advertising Guide and a freelance Digital Projects Manager.