TWG Viewability Infographic Round7 ?· % of domains 50–60% 60–70% 70–80% 80–90% 90–100% domain…

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  • % O

    F D

    OM

    AIN

    S

    901

    00%

    809

    0%

    708

    0%

    607

    0%

    506

    0%

    DOMAIN AVERAGE VIEWABILITY

    405

    0%

    304

    0%

    203

    0%

    102

    0%

    010

    %

    12%

    18%

    24%

    ONE SECOND

    FACTORSof

    VIEWABILITY

    The most viewable ad sizes are vertical units. Not a surprise, since they stay on screen longer as users move around a page.

    State of publisher viewability

    Page position matters ...

    Above the fold always viewable

    ... So does ad size

    Viewability varies across industries

    1

    2

    3

    5

    4

    A display ad is considered viewable when

    50% of an ads pixels are in view on the

    screen for a minimum

    as defined by the of one second,

    Media Rating Council.

    Viewability Rates by Ad Size

    average viewability rates

    VIEWABLE IMPRESSIONS:A new industry standard

    120 x 240 240 x 400 160 x 600 120 x 600

    55.6% 54.9% 53.7% 52.5%

    468 x 60

    48.2%

    970 x 90

    45.2%

    728 x 90

    45.0%

    300 x 600

    46.3%

    300 x 250

    41.0%

    Viewability rate: Percentage of ads determined viewable out of the total number of ads measured.

    Page position isnt always the best indicator of viewability.

    Not all above-the-fold impressions are viewable, while many below-the-fold impressions are.

    ABOVE THE FOLD

    BELOW THE FOLD

    68%

    40%

    A small number of publishers are serving most of the non-viewable impressions; 56.1% of all impressions are not seen, but the average publisher viewability is 50.2%.

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    While it ranges across content verticals, or industries, content that holds a users attention has the highest viewability.

    Source: Google, "The Importance of Being Seen: Viewability Insights for Digital Marketers and Publishers" study, November 2014.

    thinkwithgoogle.com

    51.9% 48.9% 48.4% 48.0% 47.8%

    47.2% 47.1% 46.6% 46.4% 44.8%

    Many of the ads served on the web never appear

    on a screen. But thanks to new advancements,

    we can now measure which digital ads were actually

    viewableon screen. And as advertisers shift to

    paying for viewable instead of served impressions,

    its important to understand what factors affect ad

    viewability. We explored this by conducting a study

    of our display advertising platforms, including

    Google and DoubleClick. Here we size up five

    factors of viewabilityfrom page position to ad

    dimensions and more.

    Popular ad size rates

    The most viewable position is right above the fold, not at the top of the page.

    most viewable position

    PAGE FOLD

    Viewability Distribution Across Domains

    Onl

    ine

    Com

    mun

    itie

    s

    Art

    s &

    En

    tert

    ainm

    ent

    Most Viewable Position on Page

    300 x 250 320 x 50728 x 90

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