How to improve the visibility of ad placements?

2019/02/27

Placement visibility plays a significant role in business on commercial sites. Ad visibility has for long been a hot topic among publishers, advertisers, and agencies. The visibility of the placements, or viewability, is measured by in-screen values. According to the IAB (Interactive Advertising Bureau), as is also the generally used industry definition, in-screen value refers to the proportion of display screens that have been displayed on the screen by at least 50% for a second, in video advertising for two seconds. For large ad formats, there is an exception to the definition that at least 30% or more of a large-sized ad must be displayed for at least one second.

At the moment, IAB’s definition of good viewability is 70% for desktop ads and 50% for mobile ads. Paying attention to the visibility of placements can significantly affect your earnings. Bad in-screen values tell the publisher that at least these things need more attention:

Creatives

The weight of the advertising creatives, the amount of resources to be downloaded, the initial load and post-loading (i.e. the essential elements first appear as a light initial load and the remaining elements in the post-loading), the number of tracking pixels and the creative implementation of the material affect how quickly the material is loaded onto the screen. An excessively weighty ad can decrease in-screen values.

Number and quality of  ad placements

The amount of ad placements affect the load time of the page and consecutively the user experience . More ads is not always the best solution – a smaller number and better placement are often better for everyone. For the publisher, this may mean that the entire inventory decreases, but the remaining inventory is of higher quality and thus more valuable and more desirable.

Page load time

Often sites with advertising have comparatively longer loading times. It is recommended to make sure the site is loaded as quickly as possible. Performance optimization affects both user experience and usability. Async technology allows different elements of the site to load independently of each other, resulting in improved user experience and loading times. Also, make sure your site has no unnecessary third-party tags slowing it down. There are a number of free tools for analyzing and optimizing web page load time.

In the waterfall model, the length of the chain increases the ad loading time

The publisher can affect the way in which the server calls are chained in the context of programmatic purchases. Many publishers have enabled their inventory to be purchased through a variety of media agencies and advertisers’ systems. All systems are linked in the publisher’s advertising management system, where the site-generated ad display is usually offered first for direct sales campaigns. After that, the unused ad impression will be offered to one of the systems of programmatic purchase, and if this does not use the impression, it will be offered to the next system, etc. This model is called waterfall. The length of this chain is very important for the loading times of the ads and thus their visibility.

Header bidding

Various header bidding technologies provide an alternative for a waterfall model. With header bidding, it is possible to send calls simultaneously to different systems. This way there is no need to wait for one system to respond to move onto the next one, but all systems provide their answers at the same time, and the advertising management system chooses the best one, taking into account the direct sales ads. This can potentially speed up ad loading, but publishers can also better manage their inventory and revenue.

Content

While there are many recommendations on how to improve your ad’s visibility, one of the key elements is the content of your site. Readers love unique and high-quality content. The high quality of the content affects whether or not the ad is being shown because the visitor is more likely to invest their time in high-quality content.

Low in-screen values affect advertisers’ interest in media. Follow the in-screen values of your ad placements and try to take action to improve them. If you are concerned about the visibility of your own placements, please feel free to contact us and find out if your concern is justified.

Test, learn, and let your data lead to better results.

Read also:

Advanced programmatic reporting across multiple SSPs and Adservers

2019/02/27

Using multiple sales systems is a part of the everyday life for almost all media, especially in programmatic sales of advertising. Increasing the number of technology partners is necessary to achieve sales growth, but at the same time sales tracking and reporting gets more complicated. We solved the challenge by developing a tool that enables multiple SSPs and Adservers’ monitoring and reporting in one interface.

Read more

Relevant is more than ad-tech

2019/02/19

Relevant Digital Oy is well-known for setting up tools and technologies required for online advertising and for developing and commercialising online media. Ad servers, software vending and marketing technologies and the related know-how are an important part of our offering, but it does not stop there. In addition to tech projects, we regularly carry out demanding consultancy projects.

Read more

Where to pay attention to when you want to increase programmatic sales of advertising?

2019/01/24

Typically, programmatic sales means selling and buying online advertising, often using fully automated systems, thereby deviating from traditional sales processes that involve negotiating between people and handling orders. Programming advertising has been quickly adopted in different markets, making it easier, faster and more flexible to buy media inventory.

Read more

Relevant’s Customer Satisfaction

2019/01/22

At the end of 2018, we carried out our customer satisfaction survey among our Relevant customers. The survey was conducted for the third time. We would like to thank all participants for your feedback. It’s a great help for the development of our services and our future cooperation. Here is the summary of the overall result.

Read more

Where should you pay attention to when buying data?

2019/01/16

Armed with audience data, you can target ad viewers for example at a demographic, psychographic, and behavioral level, resulting in highly targeted ad campaigns that are also more relevant to the target audience. In today’s competitive business environment, marketers must have access to “the right data at the right time” in order to be effective. But the world is full of data so how would marketers know whether the data is of high quality and worth to invest in?

Read more