Vewability. Viewability. Viewability. Currently, this is the topic du jour in the entire mobile ecosystem. From mobile advertisers, ads publishers to vendors, everyone is working tirelessly to define what constitutes mobile ad viewability.
What is mobile viewability? It seems like a straight-forward question, but in reality, it requires layers of technology which makes it really difficult to answer what exactly is mobile viewability. If we go by the definition, then mobile viewability is mobile ads that are actually seen by users. Mobile Rating Council of the US defines a mobile ad viewable only when the following criteria are met:
What is mobile viewability? It seems like a straight-forward question, but in reality, it requires layers of technology which makes it really difficult to answer what exactly is mobile viewability. If we go by the definition, then mobile viewability is mobile ads that are actually seen by users. Mobile Rating Council of the US defines a mobile ad viewable only when the following criteria are met:
- Pixel requirement: The advertisement must have greater than or equal to 50% of the pixels on the viewable space of any mobile device to qualify as viewable ad impression.
- Time requirement: Greater than or equal to one continuous second, post ad render.
- Video Time requirement: It is required that 2 continuous seconds of the video advertisement is played to qualify as viewable video ad.
Mobile advertisers want 100% viewability guarantee from publishers. They want publishers to make sure that every impression in a paid campaign is actually viewable to a human audience. However, publishers aren’t currently looking to drive viewability up because they think the yield from the campaign doesn’t make sense right now.
For instance, it is believed that when advertisers pay for viewable ad impressions at a rate of 50%, then publishers see a rise of 100% in CPMs to achieve the same revenue growth as before. However, in reality, the publisher CPM increases in the range of 20-30%, which discourages the adoption of viewability concept from the publisher side.
Advertisers want to invest in ads that could be viewed so that their ad dollars are directed towards measurable metrics. But no ad can be guaranteed 100% viewability. On the other side, if publishers can’t guarantee 100% viewability on inventory, then they can lose the scale that advertisers need, thus creating headache for both advertisers and publishers.
So what should ads publishers do to improve mobile viewability? The answer is simple. Mobile advertisers will have to pay a premium for guaranteed viewability for their mobile ads.
For instance, it is believed that when advertisers pay for viewable ad impressions at a rate of 50%, then publishers see a rise of 100% in CPMs to achieve the same revenue growth as before. However, in reality, the publisher CPM increases in the range of 20-30%, which discourages the adoption of viewability concept from the publisher side.
Advertisers want to invest in ads that could be viewed so that their ad dollars are directed towards measurable metrics. But no ad can be guaranteed 100% viewability. On the other side, if publishers can’t guarantee 100% viewability on inventory, then they can lose the scale that advertisers need, thus creating headache for both advertisers and publishers.
So what should ads publishers do to improve mobile viewability? The answer is simple. Mobile advertisers will have to pay a premium for guaranteed viewability for their mobile ads.
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