How to improve ad viewabilityAd viewability is an important ad metric when measuring the effectiveness of an ad campaign. It refers to the percentage of an ad that is actually visible to users as they scroll through their feeds or visit a website. Improving the ad viewability rate can help increase the chances of a user engaging with an ad, which can ultimately lead to better conversions and ROI for advertisers. Here are a few ways to improve ad viewability:
Make high-quality, engaging ad creativeThe first step to improving ad viewability is to create high-quality, engaging ads. This includes using visually appealing images and videos, and crafting compelling ad copy that grabs the user's attention. When an ad is attractive, interesting and engaging, users are more likely to stop and take a closer look, which can improve the chances of them interacting with the ad.
Optimize ad placementThe placement of an ad has a very big impact on its viewability. For example, an ad placed above the fold, which is the part of a webpage that is visible without scrolling, is more likely to be seen than one placed below the fold. It's important to choose ad placements that are likely to be seen by users, such as in the header, sidebars, or at the top of articles or videos.
Use sticky adsSticky ads are ads that stay on the screen as the user scrolls, which can help improve viewability. As users scroll through the content, the ad will stay in view, making it more likely that they will see it. These ads can be placed in a variety of locations, such as the header, the footer, or on the side of the screen. A common location for sticky ads is at the bottom of the screen, which is still visible and yet less distracting than other locations.
Consider native advertisingNative ad serving is a way of ad serving that mimics the look and feel of the content on the website or app where it's placed. This can make it more likely that users will engage with the ad because it blends in with the surrounding content. Native ads can be placed in a variety of formats, such as sponsored content, sponsored social media posts, or in-feed ads.
Measure viewability metricsIn order to know if an ad is viewable or not, you need to measure it. There are a variety of viewability measurement tools available that can help businesses track and improve ad viewability. Check with your ad server to see what viewability measurement options are available for your ads. This data can be used to make adjustments to ad placement, ad creative, and targeting to improve viewability.
Test and optimizeFinally, it's important to test and optimize ad campaigns to improve viewability. This means using multiple ad serving strategies including experimenting with different ad formats, ad placements, and ad targeting criteria. Data and analytics can then be used to determine which strategies are working and which aren't, and adjustments can be made accordingly.
Posted in Ad Strategies AdServer for Advertiser AdServer for Publisher by John Z March 06, 2023
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