Viewability Rate

Definition of Viewability Rate

The percentage of ad impressions that are actually seen by users.

Explanation of Viewability Rate

Viewability rate is a metric that measures the percentage of an online ad that is actually visible to users on their screens. It indicates how often an ad has the opportunity to be seen by the audience. For example, if an ad is displayed 1,000 times and 700 of those times it is fully visible on the user’s screen, the viewability rate would be 70%. This metric is crucial for evaluating the effectiveness of digital advertising campaigns, as it reflects the potential for ads to be seen and engaged with. High viewability rates suggest that ads are being placed in optimal positions where users are more likely to notice them. Advertisers use viewability rate to assess the performance of their ad placements, optimize their strategies, and ensure their budgets are spent effectively. By focusing on viewability, businesses can improve ad visibility, enhance user experience, and increase the overall impact of their advertising efforts.

This dictionary entry was written by

Per-Gulbrand Peter Braathen

With a foundation in doctoral-level research, Per-Gulbrand Peter Braathen is a seasoned expert in the areas of marketing, branding and communication. His proficiency extends to marketing management, branding and communication strategy. Braathen's experience is underscored by his rich background from various industries, including entertainment. A distinguished alumnus of the USC Marshall School of Business, Braathen boasts a Master of Science in Marketing, complemented by a Graduate Certificate in the Business of Entertainment from the USC School of Cinematic Arts as well as two undergraduate Bachelor degrees from the esteemed University of Southern California.