Shouldn’t this be a “no-duh”? It’s hardly a surprise that if visitors spend more time on a page they have an opportunity to see more of the ads. But we now have graphic evidence that ads are indeed more viewable on pages people actually want to read or see. These pages give the ads time to appear, and then time to be seen. This chart, based on a study from May 2014, shows how the percentage of ads viewed goes up quite sharply the longer the visitor spends on a page. This seems to be true of display ads, may not apply to video ads on video content sites, where viewers are either forced by pre-roll to watch ads, or don’t watch half of them at all.
As engaged time increases from fifteen seconds to a minute, ad viewability goes up by half. If a viewer actually spends 2 minutes on a page, she will see 60% of the ads.
What does this mean for brands and advertisers? Clearly it means it is important to buy quality content sites, especially for video ads. But then how does your campaign achieve its reach? There just aren’t that many high quality video sites, and there’s always a shortage of pre-roll inventory.
One step might be to advertise on sites that video watchers don’t necessarily visit — sites that present written content of high quality. Our inArticle video format works extremely well on those sites, showing high viewability and completion rates at least 25% higher than industry benchmarks. Since this video ad format doesn’t autoplay, users don’t find it intrusive. And if they’re engaged with an article, they can finish what they’re reading and be reminded of the ad by a small 1×1 thumbnail at the end of the article.
In any event, the financial success of publishers like Buzzfeed and Gawker, who do real-time stats on engagement and then promote the heck out of posts with which readers engage and immediately diss those that don’t draw engagement, is probably due to that policy of quickly promoting posts people are connecting to. There’s a higher probability that ads on very popular posts will be seen, and that the sought-after conversion could occur. No-duh.