Advertisers for years are looking for ways that can ensure their online ads are viewed by the internet users. This is quite challenging when 46% of the video ads or 56% of the display ads are immediately scrolled out of the view, or found in the background of the tab, thus, hindering the views. Google too, has been working on this and has come up with 3 major improvements to help advertisers and marketers address this challenge:
- Upgrading all CPM campaigns on the Google Display Network (GDN) to viewable CPM (vCPM) campaign
- Innovative viewable frequency capping
- New additional reporting metrics that are built on the viewability standard
– All CPM campaigns on GDN are now viewable
Standing true to its commitment and the announcement made in September, Google has made the CPM campaigns viewable, also called as viewable CPM or vCPM.
This step has made the Google Display Network (GDN) a first of its kind platform that allows the advertisers to pay only for the impressions actually viewed by the user.
Launched in 2013 in Adwords, vCPM allows the advertisers to only pay for those video and display impressions that meet the defined industry viewability standards by MRC (Media Rating Council).
According to these standards, more than 50% of the video ads must be displayed on the screen for no less than 2 seconds and display ads should appear for at least 1 second.
Presently, Google did not charge the Adword advertisers as it filtered out tens of billions of impressions that failed to meet these standards.
Google cited an example of a Paris-based audio equipment company, Devialet. The company was aiming towards making the consumers aware of their amplifiers and speakers. To expand its reach, the company moved their CPC campaigns to vCPM. Devialet successfully increased the average time spent by 50% on the site and viewable impressions by 49% per dollar.
Sample viewability analysis:
– Better control with the new viewable frequency capping
Is there any way you can find out how frequently your ads were displayed to the same person? Yes, there is! Frequency capping can help you with it.
From the subsequent few weeks the frequency cap will count only those impressions that are viewable for the video and display campaigns in AdWords. This provision will aid the advertisers to retain control on how frequently the ads will be viewed by the users in a better way.
– Get a better picture of the campaign performance with the new reporting metrics
If you are an advertiser, you would be glad to know that you can now get a better picture of how your video and display campaigns are performing. You will get to discover which creative and placements are driving the performance of the campaign when viewed by the users. All thanks to the supplementary metrics Google has built on the standards of viewability.
These metrics will help you find answers to following questions:
- What is the total number of viewable impressions?
- What percentage of impressions are viewable?
- What percentage of the viewable ads was clicked?
Takeaways:
- Brand advertisers can now buy efficiently, and successfully attain the campaign objective with the help of vCPM
Conclusion:
If adopted well, the vCPM can bridge the gap between publishers and marketers that can bring better transparency, accountability and efficiency.
