After reading Digiday’s coverage of the Media Rating Council’s decision to define a “viewable ad” as any ad with at at least 50% of the ad showing for at least 1 second of time, I had to take a moment to process what that would look like.
The “viewable ad” definition means if you took some of the ads from this list of “50 Incredibly Creative Online Banner Ads” and applied this rule, you’d see this much of the ads for one second of time: (For this exercise, it helps if you have a ticking clock nearby to hear exactly how long a second is.)
Now compare that to their full ad, and take all the time you want:
*Note – all of these ads had interactivity, which would have been moot if not seen.
Wouldn’t you rather guarantee your advertisers their ad will be seen for more than a second? What if it you could guarantee it for several minutes?
Unless your advertisers are creating engaging ads that would probably end up on the Incredibly Creative Online Banner Ads list, chances are their ads are being ignored by your digital-savvy readers. Offer them a better experience.
For advertisers in love with their banner ads, put their ad above your digital edition, or to either side. As readers page through your content, the ad stays visible next to the publication at all times, guaranteeing that minutes of reading translates into minutes of ad exposure time. (See an example here.)
Advertisers who are disillusioned with online advertising can skip the need to supply an ad altogether for publishers taking advantage of Responsive Design. In that case, they need only supply the URL to a preferred landing page and readers will be taken there directly without ever needing to leave the publication. (Read more about this here.)
Some publishers might be happy with the final definition of a “viewable” ad, but unless one second of seeing 50% of an ad is all it takes to convert eyeballs into clicks, advertisers won’t be quick to see this as a great success. Set yourself apart by offering them more.
April 2nd, 2014 by Joy Beachy