How to Measure and Utilize Viewability Metrics for Gaming Publishers

Written by
Venatus
February 15, 2024

Viewability is a pivotal metric that directly impacts the success of gaming publishers in monetizing their content effectively. Understanding how to calculate and measure viewability metrics is crucial for publishers seeking to enhance user engagement and maximize revenue.

So, how do you calculate viewability? The Interactive Advertising Bureau (IAB) offers a widely accepted standard for viewability measurement. According to the IAB, an ad is considered viewable if at least 50% of its pixels are visible in the browser window for a minimum of one second. By tracking the viewability of your ads, you gain insights into how much of your inventory is actually seen by users.

To measure viewability metrics accurately, implement the necessary tools and technologies. Utilize a robust ad-serving platform, like Venatus, that provides viewability measurement capabilities. Venatus offers advanced viewability reporting, allowing gaming publishers to track key metrics such as viewable impressions, viewable percentage, and average viewable time.

Additionally, consider collaborating with third-party viewability measurement vendors. These vendors use sophisticated algorithms and analytics to measure viewability across different platforms and devices. Partnering with reputable vendors ensures accurate and unbiased reporting, enhancing your understanding of viewability metrics.

It is important to remember that viewability is not just about meeting the minimum thresholds; it's about reaching higher standards to deliver exceptional user experiences. Strive for an 80% viewability rate, as Venatus does for all its partnered publishers. This high rate ensures that a significant portion of your ads are seen by users, enhancing engagement and revenue potential.

To optimize viewability, implement best practices such as strategic ad placement. Positioning your ads in prominent areas of your gaming content, where users are more likely to interact with them, can significantly improve viewability. Additionally, consider the format and size of your ads to ensure they are easily viewable across different devices and screen sizes.

In conclusion, calculating and measuring viewability metrics is crucial for gaming publishers looking to monetize their content effectively. By understanding industry standards, leveraging advanced ad-serving platforms, collaborating with third-party measurement vendors, and implementing best practices, publishers can achieve higher viewability rates and enhance user engagement. Partnering with Venatus can provide the necessary tools and expertise to optimize viewability and maximize revenue generation.