More than half of the digital impressions globally are non-viewable
What is Viewability? The industry standard as developed under the leadership of the Media Rating Council (MRC) calls for desktop display ads to be considered viewable if 50% of their pixels are in view for a minimum of one second and for desktop video that standard is 50% for 2 seconds. In addition, the standard stipulates that for larger desktop ad units, 30% of pixels in view for 1 second constitutes a Viewable ad.
According to comScore global report on advertising benchmarks, more than half of ads worldwide still don’t have the opportunity to be seen. The desktop display viewability ranges from 39%-50% across all markets. Video viewability is even lesser; this is due to IVT on programmatic video exchanges. If the targeted user leaves the page before it loads completely, he/she will miss the ad.
- A lot of search and display ads are placed at the bottom of the webpage, so if the user does not scroll all the way down, it’s a lost cause for the advertiser.
- If a proxy server, crawler or spider opens the page, there is no certain way to ascertain the measures.
In order to ensure visibility and derive the right returns on your investments, you must plan your advertisements with the right placement and communication.
Viewability leads to more efficiency and less wastage of ad inventory, clarity of reach and frequency of a campaign and better ROI analysis for the agencies and brands.
According to research, direct buys see higher viewability than their programmatic counterparts.
Digital Measurement is still evolving across the globe and it’s important for us in India to learn from global practices. India is still learning to act on this metric. The market is very fragmented, with more than 8000 advertisers, 12000+ brands, and 90000+ new campaigns every year.
Now you can imagine the advertising budgets that are getting wasted every single day!