Calculate Viewability Metrics

How to Calculate Viewability

To accurately measure ad viewability, you must follow a precise calculation methodology. Viewability indicates whether an ad was visible to a user and is a critical metric for optimizing ad performance.

Understanding Viewability Metrics

Viewability is defined as the ability of an advert to be seen by a user. To calculate the viewability rate, use the formula Viewability Rate = (Viewable Ad Impressions / Measured Ad Impressions) x 100. This metric helps determine the effectiveness of ad placements and their visibility to users.

Tools Required for Calculating Viewability

It is essential to use the right tools for tracking ad viewability. Third-party vendors such as IAS, MOAT, Comscore, and DoubleVerify are equipped to measure viewability through integrations with marketing platforms. Additionally, specific partners may be needed for tracking viewability on walled gardens like Facebook and Amazon.

Key Considerations for Accurate Measurement

Ensure that you're using measured ad impressions, which are always lower than the total ad impressions due to measurement limitations by vendors. This distinction is crucial for the accuracy of the viewability rate. Moreover, adding a measured rate to marketing dashboards can aid in the clarity and stability of viewability data, making it easier to track and optimize in real-time.

Best Practices for Viewability Calculation

To maximize the accuracy and utility of viewability metrics, establish a baseline before implementing changes. Regularly utilize A/B testing on ad layouts and optimize both the page speed and the loading methods of ads to enhance chances of them being viewed. Activate asynchronous loading to decrease unseen ads and adapt your strategies to meet evolving viewability standards from partners.

How to Calculate Viewability in Digital Advertising

Viewability in digital advertising is a crucial metric, indicating the percentage of ads that are actually seen by users. To accurately measure this, follow these defined steps aligned with industry standards.

Understanding Viewability

Viewability is measured only for ads that are on the screen for at least one second. This standard ensures that only meaningful impressions are considered in the calculation.

Calculating Viewability Rate

To determine the viewability rate of your digital ads, apply the formula Viewability Rate = (Viewable Ad Impressions / Measured Ad Impressions) x 100. Here, Measured Ad Impressions refer to the impressions that are measurable by viewability tracking systems. Not every impression can be measured due to technical limitations, making measured impressions typically less than total impressions.

Using Third-Party Tools

Implementing third-party tools such as IAS, MOAT, Comscore, and DoubleVerify is standard practice. These tools are integrated with marketing platforms to effectively track viewability, ensuring accurate reporting and insights.

Additional Metrics

Beyond the basic rate calculation, consider evaluating Average Time in View and using Quartile Viewability Rates for a deeper analysis. These metrics can highlight when and how long ads were viewed, providing a robust understanding of ad performance.

Viewability is not just a number; it's a significant indicator of ad effectiveness and user engagement. Proper calculation and analysis of viewability can lead to more strategic decisions in digital marketing campaigns.

Examples of Calculating Viewability

Example 1: Basic Viewability Calculation

Determine if 50% of an ad's pixels are in view for at least one second. If an ad size is 300x250 pixels, ensuring that at least 150x125 pixels are visible for one second meets the standard viewability threshold. Calculate the visible area and compare it to 300x250/2. Record the visible duration to confirm it exceeds one second.

Example 2: Viewability in a Scrolling Page

Track an ad at the bottom of a content page. As the user scrolls, start a timer once 50% of the ad appears in the viewport. If the timer records at least one second while 50% or more of the ad remains visible, the ad is viewable. Use JavaScript to detect and calculate the pixel dimensions and the time.

Example 3: Video Ad Viewability

For a video ad to be considered viewable, at least 50% of its area should be visible while playing for at least two consecutive seconds. Calculate the viewable threshold by measuring the area of the video player and the duration of its visibility. Use event listeners to track when the visibility criteria are met.

Example 4: Calculating Viewability with Multiple Open Tabs

Measure viewability when multiple tabs are open and the ad might not be in the active tab. Only count the ad as viewable when its tab is active, and it meets the previously stated visibility and time criteria. Use browser focus events to detect when the tab is active.

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Understanding how to calculate viewability is crucial in digital advertising to gauge ad impressions that are actually seen by users. Sourcetable simplifies this process. By inputting the necessary data, such as total ad impressions and measurable impressions, Sourcetable's AI instantly computes the viewability rate using the formula (Measurable Impressions / Total Impressions) * 100%. The results are displayed clearly in the spreadsheet, while the integrated chat interface provides a detailed explanation of the steps taken, ensuring full transparency and understanding of the calculation.

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