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A webinar from
Beyond the
fold
Tactics for analyzing and
improving ad viewability on
your website.
Meet our hosts
Babac Vafaey
VP Business Operations, Sovrn Europe
Kevin Gentry
Product Manager, Sovrn
“An ad is
viewable if at
least 50% of ad
pixels are in
view for greater
than one
second.”
- IAB Standard
What is
viewability?
Do viewable
ads receive
higher
CPMs?
Yes! Viewable ads see higher
CPMs and higher conversion
rates.
Publishers see 28-54% uplift in
CPM. (OnScroll)
Viewable ads saw conversion rates
improve by as much as 50%.
(Google)
Some buyers add viewability logic
into their buying algorithms. Some
optimize to viewable attribution
models.
5 Factors of
Viewability Sovrn spends 2% of its revenue combatting
fraud.
FRAUD
20% of users don’t see the top of the page, as
they scroll before the page fully loads.
(Chartbeat)
LATENCY
The larger the ad, the less likely it is to be in
view.
AD SIZE
1
2
3
Web design is hugely important for viewability.
PAGE LAYOUT
Publishers more and more have to think
mobile-first. With video, placement in video
content and the presence of audio are big
viewability factors.
MOBILE & VIDEO
You must account for all five of these factors to
improve viewability across your site.
GOTTA GET ‘EM ALL
Viewability is more
complex than layout
alone.
4
5
How to improve
viewability on
your site.
Uncover areas of strength
and opportunity on your
site.
MEASURE & BENCHMARK PLAN YOUR APPROACH
Use your findings to create a
multi-faceted viewability plan.
Let’s dig into the two prongs of a
viewability strategy:
Create a new query using the query tool.
CREATE A QUERY
SELECT QUERY DIMENSIONS
EXPORT QUERY DATA
Date range: go for at least 3 months
Now let’s use this data to build an ad unit viewability
map for your site.
Dimensions: Select “Tags” from “Inventory Segments”
to break down viewability by the AdX tags you are
using in your ad server and differentiate performance
by unit.
Metrics: Include standard metrics along with “active
view measureable” and “active view viewable.”
How to measure viewability using
Google AdX
1
2
3
Other
viewability
tools
Not using Google AdX?
If you aren’t using, there are a few other tools you
can leverage to pull similar metrics.
Here is a template we recommend for creating a viewability map report for the units on your site.
Build a viewability
map
Page Unit Viewable % ATF/BTF Render Time Page Latency CPM Fill % 30 Day Revenue
/home 300x250 92% ATF 200ms - $2.30 50% $3,480
/top-stories 300x600 68% BTF 300ms 350ms $0.80 22% $804
/latest 300x250 73% BTF 400ms - $1.13 60% $2,876
/article-page 970x250 82% ATF 200ms - $1.76 51% $5,012
How should you design your
site to maximize viewability?
Financial Times combined user data to sell advertisers 100% viewable ads based on time
seen. That way they took their readers two most important attributes (time engaged on
content, demographic information on that person) and sold them as Cost Per Hour.
Sticky ads - content blocks that follow you down the page
What’s next in
viewability?
Testing ad to content
correlation
Pick an existing page on your site –
don’t change anything
CONTROL
VARIANT
KEY METRICS
Duplicate your Control page and
remove one BTF zone
Compare CPM, Viewable %, Viewable
CPM, Fill Rate, Ad Render Time for A &
B – pick a winner
A
B
#
Site
Design Testing the number of ad units on a page and the ad to
content ratio can help you hone in on the right number of
zones to boost viewability % and revenue.
Viewability on
mobile
The average viewability on mobile much lower than
desktop.
• Need to use mobile-specific formats
• Less is more with mobile. Use fewer formats that don’t
take as long to load
• Sticky header or sticky header that stays with user.
Video and
viewability
1. User-initiated videos maximize viewability.
2. No autoplay videos below the fold.
3. Outstream video is always InView with the right partner.
Here are the main ways you can ensure
your video content is viewable.
Latency
Use partners with historically fast-
serving ads.
PARTNERS
TRACK LATENCY
USE FAST PREROLL
If you’re losing page views due to
video ads, they’re too slow.
Work with partners whose preroll doesn’t
cause latency. Video retention rates will
drop.
1
2
3
How to avoid latency with
video ads
Fraud
prevention
Bot traffic and other
fraudulent traffic hurts ad
viewability.
Here are a few tools we recommend checking out to
track down and stamp out any fraudulent traffic to
your domain.
Questions?
Thanks for joining
us!
https://www.facebook.com/sovrnholdings/
https://twitter.com/sovrnholdings

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Beyond the Fold: A Viewability Webinar

  • 1. A webinar from Beyond the fold Tactics for analyzing and improving ad viewability on your website.
  • 2. Meet our hosts Babac Vafaey VP Business Operations, Sovrn Europe Kevin Gentry Product Manager, Sovrn
  • 3. “An ad is viewable if at least 50% of ad pixels are in view for greater than one second.” - IAB Standard What is viewability?
  • 4. Do viewable ads receive higher CPMs? Yes! Viewable ads see higher CPMs and higher conversion rates. Publishers see 28-54% uplift in CPM. (OnScroll) Viewable ads saw conversion rates improve by as much as 50%. (Google) Some buyers add viewability logic into their buying algorithms. Some optimize to viewable attribution models.
  • 5. 5 Factors of Viewability Sovrn spends 2% of its revenue combatting fraud. FRAUD 20% of users don’t see the top of the page, as they scroll before the page fully loads. (Chartbeat) LATENCY The larger the ad, the less likely it is to be in view. AD SIZE 1 2 3
  • 6. Web design is hugely important for viewability. PAGE LAYOUT Publishers more and more have to think mobile-first. With video, placement in video content and the presence of audio are big viewability factors. MOBILE & VIDEO You must account for all five of these factors to improve viewability across your site. GOTTA GET ‘EM ALL Viewability is more complex than layout alone. 4 5
  • 7. How to improve viewability on your site. Uncover areas of strength and opportunity on your site. MEASURE & BENCHMARK PLAN YOUR APPROACH Use your findings to create a multi-faceted viewability plan. Let’s dig into the two prongs of a viewability strategy:
  • 8. Create a new query using the query tool. CREATE A QUERY SELECT QUERY DIMENSIONS EXPORT QUERY DATA Date range: go for at least 3 months Now let’s use this data to build an ad unit viewability map for your site. Dimensions: Select “Tags” from “Inventory Segments” to break down viewability by the AdX tags you are using in your ad server and differentiate performance by unit. Metrics: Include standard metrics along with “active view measureable” and “active view viewable.” How to measure viewability using Google AdX 1 2 3
  • 9. Other viewability tools Not using Google AdX? If you aren’t using, there are a few other tools you can leverage to pull similar metrics.
  • 10. Here is a template we recommend for creating a viewability map report for the units on your site. Build a viewability map Page Unit Viewable % ATF/BTF Render Time Page Latency CPM Fill % 30 Day Revenue /home 300x250 92% ATF 200ms - $2.30 50% $3,480 /top-stories 300x600 68% BTF 300ms 350ms $0.80 22% $804 /latest 300x250 73% BTF 400ms - $1.13 60% $2,876 /article-page 970x250 82% ATF 200ms - $1.76 51% $5,012
  • 11. How should you design your site to maximize viewability?
  • 12. Financial Times combined user data to sell advertisers 100% viewable ads based on time seen. That way they took their readers two most important attributes (time engaged on content, demographic information on that person) and sold them as Cost Per Hour. Sticky ads - content blocks that follow you down the page What’s next in viewability?
  • 13. Testing ad to content correlation Pick an existing page on your site – don’t change anything CONTROL VARIANT KEY METRICS Duplicate your Control page and remove one BTF zone Compare CPM, Viewable %, Viewable CPM, Fill Rate, Ad Render Time for A & B – pick a winner A B # Site Design Testing the number of ad units on a page and the ad to content ratio can help you hone in on the right number of zones to boost viewability % and revenue.
  • 14. Viewability on mobile The average viewability on mobile much lower than desktop. • Need to use mobile-specific formats • Less is more with mobile. Use fewer formats that don’t take as long to load • Sticky header or sticky header that stays with user.
  • 15. Video and viewability 1. User-initiated videos maximize viewability. 2. No autoplay videos below the fold. 3. Outstream video is always InView with the right partner. Here are the main ways you can ensure your video content is viewable.
  • 16. Latency Use partners with historically fast- serving ads. PARTNERS TRACK LATENCY USE FAST PREROLL If you’re losing page views due to video ads, they’re too slow. Work with partners whose preroll doesn’t cause latency. Video retention rates will drop. 1 2 3 How to avoid latency with video ads
  • 17. Fraud prevention Bot traffic and other fraudulent traffic hurts ad viewability. Here are a few tools we recommend checking out to track down and stamp out any fraudulent traffic to your domain.

Notas do Editor

  1. would be great for him to visually show what he means by this "Many responsive websites create issueswith and even break ads.” show exact examples for Page 6 & 7 - these are good best practices but can he go to the websites of people using these practices to showcase? - You could put links in the PPT to click and show within the preso.