The Viewability Debate: Being Seen Is Good, but One Second Isn’t Enough
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The new focus on making sure ads are actually viewable online is a good thing, and will force websites to optimize their layouts, reduce ad slots that are basically out-of-view, and give digital advertising a fair chance to shine. But for all that, what impact will it really deliver?
The Media Rating Council’s official viewability standard counts only those ads that are 50% in-view for at least one continuous second — certainly a step in the right direction. But let’s be realistic. Millward Brown Digital and DoubleVerify have worked over the past year to compare the effectiveness of typical impressions against impressions defined by the new viewability standard. On average, we saw only a minor difference in the branding impact under the new standard. One second is not enough time to achieve much.
It probably wouldn’t be enough if the ad were shown in isolation on a white screen, and it certainly isn’t enough time for someone to notice it among all the other text and images surrounding it on a webpage.
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