Why is viewability important?

What is viewability?

Viewability is a digital advertising metric that measures “seen” impressions.

Essentially, it only reports impressions that can actually be viewed.

So, what does “viewed” really mean?

The standard definition indicates

that at least 50% of the ad must be in view for at least one second

for display ads and two seconds for video ads.

Viewability depends on other factors and individual advertisers or media.

This concept aims to overcome a big challenge advertisers are facing

in the digital measurement space by enabling accountability

and generating more accurate insights.

Let’s begin our discussion by covering more reasons why ad

viewability is so important.

Why is viewability important?

Similar to other aspects of marketing, viewability is becoming

increasingly critical as the industry is evolving.

It’s also a very valuable marketing metric for your brand’s campaigns.

And, expectedly, it’s much more accurate for measuring reach.

Avoiding the discrepancy in ads served versus ads in view allows

for more accurate insights and conclusions.

These viewability standards also create easier ways to compare

this metric across publishers, as there’s more consistency

in their actual impact.

Ultimately, viewability curates a more precise picture

of how to drive better results for your business.