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Understanding Viewability for Native Shopping Ads

Overall ad performance is dependent on whether your ads are actually being seen by your visitors, so viewability is a useful metric to measure and optimize. When your ads start to serve impressions, it does not automatically mean they're viewable. An ad is considered to be viewed when it comes into the viewport and can potentially be seen by the page visitor.

There are many advantages to having good ad viewability, but the core benefit is that it generally correlates with your earnings. The higher the viewability, the higher the earnings. Here’s all you need to know all about Viewability.

How is Viewability calculated?
The calculation for viewability is the number of times an ad is viewed, divided by the number of times the ad is rendered visible. Wherein a ‘viewable’ impression, as defined by IAB**, is an impression that’s at least 50 percent visible for at least one second. You can now check your viewability in the new Native Shopping Ads Reports on Associates Central.

How to improve Viewability?

There are a few ways that you can improve the viewability of NSA ads on your site, including adjusting the placement of and the type of ads you use.

1. Multiple placements

Chainsaw Journal is a buying guide for chainsaws and outdoor tools. The publisher is using Custom, Search and Recommendation variant of Native Shopping Ads. To increase the viewability, he places these ad units at multiple points in his posts. In a particular long-content post titled ‘What Do I Want for Christmas? Gift Ideas for Everybody!’ Native Shopping Ads are placed 17 times at multiple places (see example below).
Having such a placement has improved the average viewability by 18% which in turn has increased the viewable RPM* 4 times.

Another publisher Mommyhood 101 uses end of content placement for their pages. The site provides reviews on baby products.
It is quite clear from the example above that having ad units at the end section is impactful. This is because visitors who reach end-of-content demonstrate higher intent and greater likelihood of engaging with the ad. Mommyhood 101 who uses this approach, has a viewable RPM of $16 with 31% viewability.

2. Placement after initial section

Another way to improve viewability for product-centric sites is by placing ads just after the initial introduction of the product. Hot Air Brush Reviews uses this placement. This kind of ad placement builds an instant recall as the product is right there to explore after it has been introduced to the readers. The top slot has an RPM of more than $10 with a viewability of more than 80% while the bottom slot has a RPM of 80 cents with a viewability of 20%.
*RPM is revenue per thousand impressions and is calculated by dividing earnings by impressions.

If you are an existing user of Native Shopping Ads, you can find out your Viewability here.

Learn more about Native Shopping Ads.

**Source: Interactive Advertising Bureau (IAB)
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