How Much Ad Viewability is Enough? The Effect of Display Ad Viewability on Advertising Effectiveness

08/26/2020
by   Christina Uhl, et al.
0

A large share of all online display advertisements (ads) are never seen by a human. For instance, an ad could appear below the page fold, where a user never scrolls. Yet, an ad is essentially ineffective if it is not at least somewhat viewable. Ad viewability - which refers to the pixel percentage-in-view and the exposure duration of an online display ad - has recently garnered great interest among digital advertisers and publishers. However, we know very little about the impact of ad viewability on advertising effectiveness. We work to close this gap by analyzing a large-scale observational data set with more than 350,000 ad impressions similar to the data sets that are typically available to digital advertisers and publishers. This analysis reveals that longer exposure durations (>10 seconds) and 100 generating view-throughs. The highest view-through rates seem to be generated with relatively lower pixel/second-combinations of 50 75 correlated with or even drive ad viewability and may therefore result in endogeneity issues. Consequently, we manipulated ad viewability in a randomized online experiment for a major European news website, finding the highest ad recognition rates among relatively higher pixel/second-combinations of 75 100 find that it may be sufficient to have either a long exposure duration or high pixel percentage-in-view to reach high advertising effectiveness. Our results provide guidance to advertisers enabling them to establish target viewability rates more appropriately and to publishers who wish to differentiate their viewability products.

READ FULL TEXT

page 13

page 18

page 20

research
05/21/2018

Towards Global Optimization in Display Advertising by Integrating Multimedia Metrics with Real-Time Bidding

Real-time bidding (RTB) has become a new norm in display advertising whe...
research
09/02/2015

Exploring Online Ad Images Using a Deep Convolutional Neural Network Approach

Online advertising is a huge, rapidly growing advertising market in toda...
research
12/30/2021

Auction Throttling and Causal Inference of Online Advertising Effects

Causally identifying the effect of digital advertising is challenging, b...
research
06/18/2023

Bid Optimization for Offsite Display Ad Campaigns on eCommerce

Online retailers often use third-party demand-side-platforms (DSPs) to c...
research
05/31/2023

The Effect of News Article Quality on Ad Consumption

Practical news feed platforms generate a hybrid list of news articles an...
research
05/02/2022

AI-Driven Contextual Advertising: A Technology Report and Implication Analysis

Programmatic advertising consists in automated auctioning of digital ad ...
research
10/24/2017

Display advertising: Estimating conversion probability efficiently

The goal of online display advertising is to entice users to "convert" (...

Please sign up or login with your details

Forgot password? Click here to reset