4 factors affecting viewability
If you believe Google, then more than half (56%) of banners on the Internet, users simply do not see. A visible advertisement is considered when at least 50% of the image is in the user's field of view for at least one second. Below we will talk about four factors that have a decisive influence on the visibility of advertising.
1. Publisher
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As the analysis conducted by numerous companies shows, the viewability can vary from publisher to publisher, from domain to domain.
2. Place on a web page
The most “viewable” place is the position in the upper right corner of the first screen. The visibility of the ad decreases as the ad shifts to the bottom of the screen.
However, one should take into account the fact that not all displays in the first screen are visible, and the viewability of many ads at the bottom of the screen can be much higher than that of their “colleagues” who climbed to the “top of the world”.
3. Format and size of advertising
The most visible banners are vertical blocks, as they tend to stay longer on the screen until the user scrolls the page.
4. The sphere in which the publisher is engaged
Viewability varies greatly depending on the focus of the content.
So what are the conclusions?
56.1% of all hits are not seen by users, but on average the viewability is 50.2%.
The most visible is the top right of the first screen.
The most readable ad size is vertical blocks.
The ads in the first screen ≠are always viewable. Position on the page is not always the best indicator of viewability.
Often, ads that are located in the second and third screens show a higher visibility index than ads at the top of the page.
The visibility of advertising may vary depending on the area in which the publisher is engaged. The higher the demand for content among users, the more interesting it is, the higher the visibility index.
BYYD • Mobile Advertising Platform
1. Publisher
')
As the analysis conducted by numerous companies shows, the viewability can vary from publisher to publisher, from domain to domain.
2. Place on a web page
The most “viewable” place is the position in the upper right corner of the first screen. The visibility of the ad decreases as the ad shifts to the bottom of the screen.
However, one should take into account the fact that not all displays in the first screen are visible, and the viewability of many ads at the bottom of the screen can be much higher than that of their “colleagues” who climbed to the “top of the world”.
3. Format and size of advertising
The most visible banners are vertical blocks, as they tend to stay longer on the screen until the user scrolls the page.
4. The sphere in which the publisher is engaged
Viewability varies greatly depending on the focus of the content.
So what are the conclusions?
56.1% of all hits are not seen by users, but on average the viewability is 50.2%.
The most visible is the top right of the first screen.
The most readable ad size is vertical blocks.
The ads in the first screen ≠are always viewable. Position on the page is not always the best indicator of viewability.
Often, ads that are located in the second and third screens show a higher visibility index than ads at the top of the page.
The visibility of advertising may vary depending on the area in which the publisher is engaged. The higher the demand for content among users, the more interesting it is, the higher the visibility index.
BYYD • Mobile Advertising Platform
Source: https://habr.com/ru/post/297636/
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