Friday, March 6, 2015

Viewability is challenging publishers’ long-held notions of design

digiday reporting:
With advertisers pushing for 100 percent viewability, publishers are telling their designers to get in line.
It turns out, the standards for viewability — 50 percent of an ad in-view for one second, according to the Media Rating Councils — are clashing with some old design practices and forcing publishers to change on the fly. Simply putting ads above the fold isn’t the answer, and tactics like infinite scrolling have their own issues.“With viewability, the conventional wisdom from five years ago just doesn’t hold anymore,” said Dave Marquard, director of publisher solutions at Integral Ad Science.Publishers, for example, have long assumed that ads placed at the very tops of their pages were inherently more viewable than those placed farther down. In reality, the situation is actually the opposite: Because readers usually immediately scroll past the topmost sections of pages, ads placed above publisher logos are often less visible than publishers think they are. The solution is often as simple as moving a banner down by 100 pixels, ideally directly above the fold.And yet, even infinite scrolling — publishers’ favorite new trick — has its problems. Deployed by the likes of Time, Cosmopolitan, Bloomberg Business and Quartz, infinite scrolling should increase viewability because it lets publishers, via a technique called “lazy loading,” present ads between articles only when users have scrolled up to them...

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