Active View, introduced in 2012, lets advertisers reserve inventory on the Google Display Network and pay only for those that meet the Interactive Advertising Bureau’s proposed viewability standard of at least 50 percent of an ad being visible onscreen for one second or longer. Active View also will be available in DoubleClick for Advertisers and DoubleClick for Publishers in 2013.
Google also shared some data showing that increased viewability improves campaign performance in a blog post, Neal Mohan, Google's vice president of display advertising.
It found that users were up to 21 times more likely to click on a viewable ad, with clickthrough rates (CTRs) doubling, on average, for below-the-fold inventory. In fact, Google found that CTRs for viewable above-the-fold and viewable below-the-fold inventory were comparable. When an ad was viewed for more than 20 seconds – 20 times the IAB proposed standard – Google saw up to a 125 percent increase in clicks.
This poses the question of whether the IAB viewability standard is enough. Mohan says, "The IAB standard is about the most fundamental point: Is the ad there long enough for it to be counted as something? As the ad is on the screen for longer, it catches the users' eye, and rates go up."
Active View, introduced in 2012, lets advertisers reserve inventory on the Google Display Network and pay only for those that meet the Interactive Advertising Bureau’s proposed viewability standard of at least 50 percent of an ad being visible onscreen for one second or longer. Active View also will be available in DoubleClick for Advertisers and DoubleClick for Publishers in 2013.
Google also shared some data showing that increased viewability improves campaign performance in a blog post, Neal Mohan, Google's vice president of display advertising.
It found that users were up to 21 times more likely to click on a viewable ad, with clickthrough rates (CTRs) doubling, on average, for below-the-fold inventory. In fact, Google found that CTRs for viewable above-the-fold and viewable below-the-fold inventory were comparable. When an ad was viewed for more than 20 seconds – 20 times the IAB proposed standard – Google saw up to a 125 percent increase in clicks.
This poses the question of whether the IAB viewability standard is enough. Mohan says, "The IAB standard is about the most fundamental point: Is the ad there long enough for it to be counted as something? As the ad is on the screen for longer, it catches the users' eye, and rates go up."
