Google 網頁廣告可見率分析

Many of the ads served on the web never appear on a screen. But thanks to new advancements, we can now measure which digital ads were actually viewable—on screen.
其實，有許多放置在網頁上的廣告，從來就沒有真正被顯示在螢幕上，例如那些放在超過螢幕大小的網頁左方或下方的網頁廣告，當然還有一些特殊手段放置有出現卻看不到的廣告。 還好，感謝技術的進步，現在我們終於可以知道那些網頁廣告是真正在螢幕上可以看的到。

And as advertisers shift to paying for viewable instead of served impressions, it’s important to understand what factors affect ad viewability.
而廣告商也不再是只能靠投放廣告展示的次數，做依據計算付出的費用，所以現在最重要的事，是找出到底是哪些因素，真正的影響到廣告的可見度。

We explored this by conducting a study of our display advertising platforms, including Google and DoubleClick. Here we size up five factors of viewability

-- from page position to ad dimensions and more.
我們透過研究及展開一些廣告平台，包括Google和DoubleClick的資訊，我們將這些資訊濃縮成為 5點有關影響可見度的事實 - 衡量的範圍由廣告放置在網頁的哪個位置到廣告的尺寸等等。

VIEWABLE IMPRESSIONS:A new industry standard
不同於以前的顯示次數(IMPRESSIONS) 現在有可見度的顯示次數(VIEWABLE IMPRESSIONS) 是新的業界標準

A display ad is considered viewable when 50% of an ad’s pixels are in view on the screen for a minimum as defined by the of one second, Media Rating Council.
媒體評級委員會定義，一個有可見度的網路廣告，是指網路廣告全部的像素有一半以上，被顯示出來，同時顯示時間至少在一秒鐘以上。

Viewability rate : Percentage of ads determined viewable out of the total number of ads measured.
能見度: 指被測出確定是可見廣告的數量百分比

1.State of publisher viewability
  網站上掛的網頁廣告能見度狀況

A small number of publishers are serving most of the non-viewable impressions;  56.1% of all impressions are not seen, but the average publisher viewability is 50.2%.
在掛著網頁廣告的網站上，使用者能看到的廣告數量平均只有50.2%，少數的網站上甚至有高達56.1%的廣告，使用者根本就看不到。

Viewability Distribution Across Domains
不同廣告能見度的網站分佈狀況

2.Page position matters ...
能見度與放置在網頁位置的關係

The most viewable position is right above the fold, not at the top of the page.

most viewable position

Most Viewable Position on Page

翻譯中…..

3.... So does ad size
同時與廣告尺寸的關係

The most viewable ad size s are vertical units. Not a surprise, since they stay on screen longer as users move around a page.

Popular ad size rates

Viewability Rates by Ad Size

翻譯中…..

4.Above the fold ≠ always viewable
高於螢幕顯示下端不代表就是一直有能見度

Page position isn’t always the best indicator of viewability.

Not all above-the-fold impressions are viewable, while many below-the-fold impressions are. 

average viewability rates

翻譯中…..

5.Viewability varies across industries
不同類型的網站上的網頁廣告也有不同的能見度

While it ranges across content verticals, or industries, content that holds a user’s attention has the highest viewability.

翻譯中…..

Source: 
Google, "The Importance of Being Seen: Viewability Insights for Digital Marketers and Publishers" study, November 2014