With today’s announcement of their viewability measurement tool, Active View, receiving accreditation from the Media Rating Council, Google released new data highlighting CTRs of display ads based on viewability metrics. According to their findings, users are up to 21 times more likely to click on a viewable ad.
The viewability metric measures the percentage of an ad that is viewable on screen and the length of time the ad is displayed. To meet the IAB‘s standard for viewable impressions, at least, 50 percent of the ad must be viewable on screen for one second or longer.
After comparing ads by the number of seconds they were displayed on screen, Google not only determined that users are more likely to click on viewable ads, but that viewability metrics can identify below-the-fold areas that result in higher CTRs, providing publishers with more substantial below-the-fold advertising opportunities. Google also found a correlation between CTRs and the length of time an ad is displayed, with a 125 percent increase in CTRs when an ad was viewed for more than 20 seconds.
While the general assumption has always been that viewable ads result in more successful campaigns, Google’s data provides quantitative evidence to support such assumptions. According to today’s announcement, Google believes viewable impressions will eventually become the standard measure for online advertising in place of the “served impression” metric currently being used.