Successful online advertising strategies rely on high viewability rates.
The more an ad is seen, the greater the chances are the user will make a purchase.
This used to be an easy feat for advertisers and marketers.
But today, they battle savvy internet users, ad blockers, and faulty ad analytics.
Improving ad viewability is still the key to successful online advertising, and investing time into improving these rates has a positive impact on publisher revenue.
I sat down with Amit Halawa-Alon, the co-founder of Tel Aviv-based Imonomy, an intelligent in-image platform, to get his thoughts on the hot topic of viewability.
“As I see it, viewability is, and will be in the future, a key factor.
We are seeing more and more demand for viewable inventory.
Under-the-fold inventory is becoming less relevant.
The industry will continue to demand viewable locations and will eventually only pay for that.
Therefore, publishers will have to make sure that their inventory is as close as possible to 100% viewable,” said Halawa-Alon.
As a publisher, your biggest goal is to make sure users see and click on your ads.
If ads aren’t fully optimized to be seen by the maximum number of users for a length of time, you’re throwing revenue in the trash.
According to IAB, investing time into increasing viewability rates correlates in a better user experience and increases the value of your ads.
In the past, publishers focused on the number of clicks and engagement rates to establish if the ad was a valuable piece in their strategy.
High engagement rates mean nothing if the ad doesn’t generate revenue.
Research shows that viewability is a necessary ad tracking metric and directly impacts revenue generated.