Ad targeting improves viewability metrics for campaigns

DetailsMichelle Clancy | 19 December 2014

In line with conventional wisdom, advertisers can improve the percentage of ads viewed by consumers through proper targeting and improved ad relevancy, research reveals.

According to the Interactive Advertising Bureau (IAB), for an in-stream video ad to satisfy minimum standards, 50% of its area must be displayed for at least two seconds to count as "viewable". But according to the research from Videology, advanced ad targeting, and subsequently ad relevancy, improved viewability rankings significantly compared to those targeted by demographics only.

In a case study of a major auto advertiser, using the same inventory sources, ads targeted by demo showed a 31% viewability rating versus a 71% rating for those using behavioural targeting. While poor viewability is often equated with low quality inventory, Videology's research revealed two key findings that suggest consumer behaviour, more specifically the action of clicking away from an ad before the designated continuous two seconds, also contributes to low viewability scores.

In addition, certain key ad categories perform significantly better than others in terms of viewability ranking across the same premium inventory sources. Categories scoring the highest, including airline and political ads, had an average viewability rating of 86% and 74% respectively, triple those of the lowest-ranking categories.

Since there was no difference in the premium sites where the inventory ran, this implies greater, inherent consumer interest in certain categories, and/or more engaging creative.

"Viewability continues to be a hot button issue for the industry. It's important, however, to understand it in its full complexity and not to look at the issues surrounding viewability with too narrow a lens," said Quinn Sanders, director of product management at Videology. "A full range of quality controls are necessary to ensure the best opportunity for consumers to see an advertisement, but technology can also arm advertisers and publishers alike with the tools necessary to help guide creative and other factors that influence viewability. The opportunity for viewers to see an ad is critical, but the ability to influence how long they engage with the ad is also important and achievable."