TV Ad Measurement and Insights

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Ad Viewability

Ad viewability is the concept of how visible ads on a website or mobile app are to users. For an ad to be considered “viewed”, at least 50% of the banner or creative must display on screen for more than one second, as defined by the Internet Advertising Bureau’s (IAB) standard for what consists a viewable impression.

What is viewability rate?

Viewability Rate is the percentage of ads which are actually seen by a user. By this we mean, the viewability rate is the percentage of ad impressions which count as being viewed. A viewed impression is described as being at least 50% on screen for one second.

Why Is Ad Viewability Important?

Ad viewability is a relatively new concept in digital advertising, but has become a hot topic ever since a report from comScore showed that 54% of display ads were not being seen, despite advertisers paying for them. See the full article for more details.

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