What is Viewability?
Viewability measures whether an ad was actually seen by a user, not just served. The Media Rating Council (MRC) established standards defining when an ad impression counts as "viewable" - ensuring advertisers pay for ads that had a real opportunity to make an impact.
An ad that loads below the fold and is never scrolled to, or one that loads but the user navigates away immediately, would not be considered viewable.
MRC Viewability Standards
Display: 50% of pixels visible for 1+ second
Video: 50% of pixels visible for 2+ seconds continuous
Video: 50% of pixels visible for 2+ seconds continuous
Why Viewability Matters
- Campaign Effectiveness: Ads can't influence users who never see them
- Budget Efficiency: Paying for non-viewable impressions wastes spend
- Brand Safety: Ensures your ads actually reach human audiences
- Performance Correlation: Higher viewability typically means better outcomes
Viewability Benchmarks by Format
| Ad Format | Average Viewability | Top Performers |
|---|---|---|
| In-App Banner | 55-65% | 75%+ |
| In-App Interstitial | 85-95% | 98%+ |
| Rewarded Video | 90-98% | 99%+ |
| Native Ads | 60-70% | 80%+ |
| Mobile Web Banner | 45-55% | 70%+ |
| Pre-Roll Video | 70-80% | 90%+ |
Factors Affecting Viewability
- Ad Placement: Above-fold placements have higher viewability
- Ad Size: Larger ads are more likely to be viewable
- Page Load Speed: Slow loading reduces viewability
- Ad Format: Interstitials and rewarded ads have near-100% viewability
- User Behavior: Scroll speed and session length impact viewability
Pro Tip: Focus on High-Viewability Formats
Rewarded video and interstitial ads consistently achieve 90%+ viewability. For brand campaigns where viewability is critical, prioritize these formats over standard banners.
Improving Viewability
- Optimize Placement: Place ads in high-attention areas
- Use Sticky Formats: Anchor ads that stay in view
- Lazy Loading: Load ads when they're about to enter viewport
- Reduce Latency: Faster ad loading = higher viewability
- Monitor & Iterate: Use viewability data to optimize placements