Viewability Rate Calculator
Viewability Rate calculator is a valuable tool that can assist advertisers and publishers in quickly and accurately calculating the percentage of ad impressions that were actually viewable to users.
Viewability Rate Calculator
Calculate your Viewability Rate by entering the number of viewable ad impressions and total ad impressions to measure ad effectiveness and optimize your digital advertising strategy.
Number of ad impressions that were actually viewable
Total number of measured ad impressions
Viewable Impressions Calculator
Calculate the number of viewable impressions based on total impressions and viewability rate
Total number of measured ad impressions
Expected viewability rate as a percentage
What Is Viewability Rate?
Viewability Rate is an advertising metric that defines what percentage of ad impressions on a site are actually viewed by users. The standard definition established by the IAB (Interactive Advertising Bureau) is that an ad is considered viewable if at least 50% of its pixels are visible in the browser window for at least one continuous second for display ads, or two continuous seconds for video ads.
Viewability has become a crucial metric in digital advertising as it helps advertisers understand if their ads had a real opportunity to be seen by users, rather than just being served on a page that a user never scrolled to. It addresses the issue of ads that are technically delivered but may be placed at the bottom of pages users never reach, or load after a user has already moved on.
It's important to note that "measured ad impressions" are used in the viewability rate formula (as opposed to total served ad impressions). This is because viewability/verification vendors are unable to measure 100% of total ad impressions due to technical limitations. As a result, measured ad impressions are always lower than total served ad impressions.
High viewability rates are generally indicative of quality ad placements and user engagement. Publishers with high viewability rates can often command premium pricing for their inventory, while advertisers increasingly use viewability as a key performance indicator and sometimes as a billing criterion.
Viewability Rate Formula
The Viewability Rate calculation formula is:
Viewability Rate = (Viewable Ad Impressions ÷ Ad Impressions) × 100
For example, if 75,000 ad impressions were viewable out of 100,000 measured ad impressions, your viewability rate would be:
(75,000 ÷ 100,000) × 100 = 75%
This means that 75% of your measured ad impressions were viewable according to the industry standard definition.
What Is A Good Viewability Rate?
Viewability rates vary across different ad formats, placements, and industries. The IAB and Media Rating Council (MRC) have established the following general benchmarks:
Below Average: Less than 50%
This indicates potential issues with ad placement, page layout, or user engagement. Immediate optimization is recommended.
Average: 50-70%
This is generally considered the industry average range for display ads across most websites.
Good: 70-90%
This indicates well-placed ads with good user engagement. Premium publishers often maintain viewability rates in this range.
Excellent: Above 90%
This is exceptional performance, often achieved with premium placements like sticky ads or highly engaging content.
It's worth noting that different ad formats have different average viewability rates. For instance, large leaderboard ads at the top of pages tend to have higher viewability than ads placed at the bottom of pages. Similarly, sticky ads that remain in view as users scroll typically have much higher viewability rates than standard display ads.