What is Viewability? What is Attention?

Understand and learn about viewability and attention and why these metrics are important in digital advertising measurement.

What is viewability?

Viewability measures whether an advertisement had the chance to be seen by a user.

It tells marketers if their message was seen by a potential customer. Obviously, ads that aren’t seen are a waste of money. Measuring viewability is extremely important for agencies and brands because it provides them with a better understanding of a campaign’s effectiveness, and it helps them allocate their advertising dollars to quality inventory. Viewability is a key factor that advertisers consider when deciding how much to bid for impressions, so it makes it a key metric for publishers as they look to optimize their ad revenue.

Top viewability challenges

There are several factors that can affect viewability.

1. Ad placement

Ads need to remain in view for at least one second—for display ads—or two seconds—for video. So ad placement matters. There are many things that can affect ad placement, including page load times or the responsiveness of the page’s design. Ad size and layout can also affect placement and therefore viewability. Which is why it is important to measure the viewability of your inventory and make optimization decisions about ad sizes and placements based on actual performance data.

2. Invalid traffic and ad fraud

Invalid traffic and ad fraud are pervasive in online advertising. It's estimated that about $44 billion a year on digital ad spend is lost to ad fraud. With third-party verification, advertisers can understand whether an impression is fraudulent or not.

Go beyond standard verification and measure engagement

Benefits of using a third party for viewability

Highly viewable inventory is becoming more valuable to advertisers. As digital advertising becomes more sophisticated, media buyers and sellers want to prove the value of their ads and use viewability as a way of calculating that value.

It has become a common practice to use MRC viewability standards. Because without a common measurement method, it’s impossible to determine the true value of a viewed impression or optimize and forecast inventory effectively. All digital media owners should work with an MRC-accredited third party to measure their inventory for viewability. This helps assure that their media investments meet industry viewability standards.

It also helps marketers make informed budgeting and optimization decisions for their campaigns. A third-party measurement provider, such as Oracle Moat, provides an independent position. Oracle is agnostic, and we don't sell or buy media. Our aim is to facilitate a safe environment for effective marketing. We strive to provide accurate IVT detection for all digital media, while recognizing that measurement constantly evolves. We continue to develop new, innovative ways to measure digital advertising effectiveness.

What is attention?

Attention in digital advertising refers to the ability of an ad or campaign to successfully engage a user. Moat by Oracle Data Cloud believes attention is about more than just the click or the view—it's about the interaction, visibility, the length of time, and the environment.

Track attention in all its forms
Track attention in all its forms

How to measure consumer attention and why it matters

The guidelines for ad verification give marketers a benchmark to measure their campaigns against, with standardized targets for validity, viewability, and brand safety. But think of verification as solving half of the equation—it gives the ad a chance to succeed. It ensures the ad is in play, with a relevant audience and with an opportunity to drive action. The other half is measuring what happens next, once the ad is served, to determine its true impact.

Learn how to measure consumer attention in digital advertising by going beyond verification. Discover what it means to measure consumer attention, and why it matters.

How to measure consumer attention on mobile

Audience attention is most fragmented in mobile environments, which means a brand message has to work hard to make an impact. Learn how to use the following metrics on to measure attention on mobile:

  • Active Page Dwell Time
  • In-View Time
  • Touch Rate

Measuring attention best practices

By connecting digital campaigns to signals that indicate measurable impact, marketers can discover how attention becomes an instrumental outcome. Even further, attention signals have the potential to fill gaps and complement other data sets used to evaluate success.

How can advertisers go beyond ad verification?

In today's digital landscape ad verification is now table stakes. Advertisers will need much more sophisticated measurement to drive better business outcomes. Rob Tarkoff, EVP Oracle CX and Data Cloud discusses what organizations need to do to capture consumer attention and measure advertising effectiveness.