Why is Viewability Important for Gaming Publishers?

Written by
February 15, 2024

The success of gaming publishers heavily relies on two key factors: user engagement and revenue generation. In the vast digital landscape, achieving these goals can be challenging. However, one crucial aspect that publishers should prioritize is viewability. But what exactly is viewability, and why is it so important?

Viewability, in its essence, measures whether an ad has had the opportunity to be seen or not. It goes beyond the mere loading of an ad on a page; it focuses on ensuring that the ad is visible to the user. As a vital key performance indicator (KPI), high viewability rates mean that more ads are being seen by users. This leads to increased engagement, which ultimately translates into higher revenue generation for publishers.

So, why does viewability matter to gaming publishers? Well, let's put it this way: if your ads are not being seen, they are not fulfilling their purpose. Viewability plays a crucial role in capturing the attention of users and driving them to interact with the ads. Without high viewability rates, even the most well-crafted ads may go unnoticed, resulting in missed revenue opportunities for publishers.

At Venatus, we understand the significance of achieving optimal viewability for our partnered publishers. We strive to achieve an 80% viewability rate for all our publishers. Why? Because when you have great viewability scores, advertisers recognize the value of your inventory and keep coming back for more.

However, it's important to note that viewability is not about cramming in as many ads as possible. It's about striking the right balance. Too many ads can overwhelm users and negatively impact the user experience, leading to higher bounce rates. On the other hand, too few ads mean missed opportunities to generate revenue.

By maintaining a careful balance between viewability and user experience, gaming publishers can enhance engagement, reduce bounce rates, and maximize ad performance for both publishers and advertisers. This approach creates a win-win situation, where users enjoy a seamless experience, advertisers achieve their campaign goals, and publishers generate substantial revenue.

In the ever-changing gaming industry, publishers need to prioritize viewability as a crucial metric for success. With Venatus as your trusted adtech partner, you can rely on our expertise to help you achieve and maintain high viewability rates. Unlock the full potential of your inventory and elevate your revenue generation with Venatus.