A while ago we launched our latest product - Viewable Bid Optimization also known as Ad Refresh. While we were testing this solution with our clients, we saw a significant increase in ad revenues. Keep on reading to see the results yourself!
What is viewable bid optimization or Ad Refresh?
Viewable bid optimization is the practice of reloading ads that are already displayed on a page without refreshing the page itself. After a certain amount of seconds (usually 30, 60 or 90) a new ad appears in the same placement.
What is so special about our solution?
The key is the word viewable. Our solution only works when the user has 'seen' the ad impression. And by seen we mean, at least 50% of the ad has been visible for a minimum of 60 seconds.
Usually the viewable impression counts after 1 second, but in reality, it is a far too short period for a user to notice and interact with the advertisement. So for our solution reload is triggered after 60 seconds and a new ad is served.
Ad Refresh or viewable bid optimization takes into account the users' behavior on the browser to make sure the current advertisement has all the potential to be noticed. Setupad also limits the impression reload depending on the potential next bid and avoids diminishing of the eCPM value.
It's a win-win scenario for both publishers and advertisers. Publishers get additional revenues since they can sell the newly discovered ad inventory. And advertisers, since it has been a viewable impression are also not losing any potential interest from site visitors.
If a visitors' interest in a product isn't peaked after one minute, it probably will not happen after two minutes either. In this one minute, a visitor already knows everything about the ad, so the viewable bid optimization does no damage to the advertiser. By using this solution, a user is exposed to different adverts that might actually interest him more.
How does this work in real life?
This is a specific case when a website has a fixed panel window with only one advertisement placement which is visible on the screen at all times. It is also very important to notice that the users of the site are an engaged audience, with a high screen time.
The infographic below shows our clients' weekly results before the viewable bid optimization:
After implementing the viewable bid optimisation, weekly results as displayed in the infograph:
What we can make out of this data?
Even though the number of impressions served has no significant change, we can see a drastic increase in the eCPM and the overall ad revenue has increased three times.
Which websites would greatly benefit from this?
Our viewable bid optimization solution considerably increases the ad revenue for service-based websites. Nonetheless, it can also benefit traditional online media sites, blogs or pages with endless scroll, however, the best results can be seen in websites with fixed panel window and only one ad placement on the screen or a sticky ad placement on either of the sides. To sum up - as we mentioned before for this solution to work the ad placement has to be visible on the page constantly, otherwise because of the 60-second viewability 'rule' the reloaded impression will not be activated.