Ensure Visibility on the Google Display Network
The Google Display Network can be a useful channel for branding campaigns. But no matter how attractive your ad is, if no one sees it, it might as well not be there. A recent addition to Google’s bidding options for the Display Network seeks to combat this concern – the ability to buy ads on a CPM basis, based on ‘viewability’.
This was previously available only for reservation buys but is now available through the auction across desktops, tablets and mobiles. What this means is that you will only pay when your ad is placed on a page and is deemed to be ‘viewable’.
So, how is this determined and what does ‘viewable’ actually mean? Well, Google assesses this using Active View, a measurement tool accredited by the Media Rating Council. This conducts an algorithmic review of publisher sites to show ads in slots “most likely to be viewable”.
A “viewable” impression is one which meets the minimum standard set by the Interactive Advertising Bureau – where 50% of the ad is visible for one second or longer.
This is a positive step which will allow advertisers to throw more weight behind these campaigns in the knowledge that they are only paying when their ad can be seen. It’ll be interesting to see what impact this has on branding campaigns which typically generate a very low CTR.