Understanding Viewability Benchmark and How It Impacts Your Ad Campaigns

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In today’s digital landscape, online advertising has become an essential tool for businesses to connect with their audience. However, measuring the success of your campaigns can be challenging, especially when it comes to determining if your ads are actually being seen by users. That’s where the viewability benchmark comes in. In this article, we’ll explore what viewability benchmark is and how it can impact your ad campaigns.

What is the viewability benchmark?

Viewability benchmark is a metric used to measure the percentage of ad impressions that are viewable. In other words, it measures how many times your ad was actually seen by users as opposed to being hidden or loaded out of view. To be considered viewable, an ad must meet specific criteria, such as being in the user’s viewable area for a minimum duration of time.

How is the viewability benchmark calculated?

Viewability benchmark is calculated as a ratio of the number of viewable ad impressions to the total number of ad impressions. For example, if your ad received 1,000 impressions, but only 700 of those impressions were viewable, then your viewability benchmark would be 70%.

Why is the viewability benchmark important?

Viewability benchmark is a crucial metric for advertisers because it helps measure the effectiveness of their ad campaigns. Ads that are not viewable are essentially wasted impressions, as they do not reach their intended audience. By monitoring the viewability benchmark, advertisers can determine which placements, formats, and publishers are delivering the best results for their campaigns.

What factors impact viewability benchmark?

Several factors can impact viewability benchmark, including ad placement, ad format, and device type. Ads that are placed above the fold or near the center of the page tend to have higher viewability rates than ads placed at the bottom of the page or in the sidebar. Similarly, certain ad formats, such as video ads, tend to have higher viewability rates than static image ads.

Tips for improving viewability benchmark

To improve your viewability benchmark, consider implementing the following best practices:

  1. Choose the right ad formats and placements: As mentioned earlier, certain ad formats and placements tend to have higher viewability rates than others. Test different ad formats and placements to see which ones work best for your campaigns.
  2. Optimize ad creative: Ad creative that is visually appealing and relevant to the user is more likely to be viewed. Make sure your ad creative is optimized for the target audience.
  3. Avoid excessive ad clutter: Too many ads on a page can lead to lower viewability rates. Consider reducing the number of ads on your page to improve the viewability of your ads.
  4. Work with reputable publishers: Choose publishers with a reputation for delivering high-quality ad placements to maximize your viewability rates.


Viewability benchmark is a critical metric for advertisers looking to measure the effectiveness of their ad campaigns. By monitoring viewability rates, advertisers can identify areas for improvement and optimize their campaigns for better results. By implementing best practices for improving viewability, you can increase the likelihood that your ads will be seen by your target audience and drive better ROI.