What is a Viewable Impression?
A viewable impression is an ad impression that is counted when an ad is actually seen on a page or viewed by a user in an electronic format, like a web page or mobile app. This metric is much more accurate than simply counting the number of times an ad was served, as it accounts for the fact that an ad may not have actually been seen.
How is a Viewable Impression Measured?
Viewable impression is measured using a number of different technologies, such as:
- Visible Impression Measurement (VIM) – measures the percentage of an ad that is visible to users on a web page;
- Viewable Impression Measurement (VIM) – measures the amount of time an ad is on-screen;
- Impression Measurement (IM) – measures the total number of times an ad has been seen; and
- Viewable Impression Rate (VIR) – measures the rate of viewable impressions.
These technologies allow marketers to measure the effectiveness of their campaigns by determining how many people actually saw an ad.
Why is Viewable Impression Important?
Viewable impression is important because it provides an accurate measure of an ad’s performance. It is more reliable than simply counting the number of times an ad was served, as it accounts for the fact that an ad may not have actually been seen. This metric also helps marketers determine the effectiveness of their campaigns and optimize their ad spend. By measuring viewable impression, marketers can ensure that their ads are reaching the right audience, in the right place, at the right time. This metric can also help marketers identify opportunities for improvement, such as targeting specific demographics or optimizing their creative.
Conclusion
Viewable impression is an important metric for marketers, as it helps them measure the effectiveness of their campaigns. It is more reliable than simply counting the number of times an ad was served, as it accounts for the fact that an ad may not have actually been seen. By measuring viewable impression, marketers can ensure that their ads are reaching the right audience, in the right place, at the right time.References
- Visible Impression Measurement (VIM): https://www.iab.com/wp-content/uploads/2015/06/Visible-Impression-Measurement-VIM-v1.pdf
- Viewable Impression Measurement (VIM): https://www.iab.com/wp-content/uploads/2015/06/Viewable-Impression-Measurement-VIM-v1.pdf
- Impression Measurement (IM): https://www.iab.com/wp-content/uploads/2015/06/Impression-Measurement-IM-v1.pdf
- Viewable Impression Rate (VIR): https://www.iab.com/wp-content/uploads/2015/06/Viewable-Impression-Rate-VIR-v1.pdf