Increasing ad viewability
Publift Staff, Account Management
4 October 2017
Let's discuss some techniques you can use to improve your viewability scores and increase your site earnings.
In the last blog
Use the best performing ad sizes and ad positions
The 2 factors that will have the biggest influence on your
Longer/vertical ads + 22% Viewability
When we looked at the performance of all ad sizes across our top 10 publishers we found vertical ad units (like the 300x600 and 160x600 above) averaged viewability rates of 59%. That was 22% higher than other common sizes like 300x250s and 728x90s. We recommend trying to use at least 1 vertical ad unit on every page of your site. Preferably in the sidebar of your site layout to avoid interference with your site content.
970 x 250
In a similar vein – moving the bottom ad unit above the comments, author biography and/or the page navigation bar can dramatically increase ad interaction and viewability. We tried this change on a news site we manage. We also increased the size of the ad unit from 728x90 to 970x250. The CPM of this ad unit increased a whopping 27%
For the sidebar ad
For mobile pages – the top mobile leaderboard (320x50 and/or 320x100) underperforms on all sites we’ve assessed. As mobile connections are usually slower than desktop ones – the problem of the user scrolling down before the top ad unit loads is even more exaggerated. We found that using a 300x250 ad further down the page (ideally with part of the ad poking above the page fold) drove a much higher ad viewability on mobile and average eCPM increased 68%.
Make sidebar ad units sticky
Sticky ads follow users as they scroll down the page. When used correctly they can significantly improve the performance and appearance of ads. Make sure they do not cover or hover over other content though. They should only be sticky where there is no content below them.
Most site layouts have the main content body section on the left and a narrower sidebar on the right. If you really want your ads to be interacted with and drive strong eCPMs – you can
This sidebar ad unit used to be a 300x250 and it sat below social buttons on the right. By switching this ad unit to a 300x600 and making it sticky – we achieved a 3% increase in viewability and a 37% increase in
ad units with poor viewability
Lazy loading allows
This is the impact on
Test a few of those suggestions out and see if your earnings start to increase
If your ad revenue has been affected by poor ad viewability – making these changes won’t reverse that impact overnight. On the
If you want to test any of the changes mentioned above but don’t have