Struggling with programmatic video viewability on new campaigns?

Hello Karan Sharma,

Regarding your viewability rates, it seems you're running into a common challenge with programmatic video campaigns. Also, a quick note on "im seeing" – it's "I'm seeing." Easy fix! Let's get to improving those numbers.

Low viewability is often a multi-faceted issue, not just a single setting. Here's a breakdown of strategies and tools to consider:

• Prioritize Premium Inventory: Not all inventory is created equal. Focus your bidding on Private Marketplaces (PMPs) or even direct deals with publishers known for high-quality video placements. Open exchange inventory can be a mixed bag, often leading to lower viewability.
• Leverage Viewability Pre-Bid Filters: Most Demand-Side Platforms (DSPs) offer pre-bid targeting options to filter inventory based on historical viewability scores. Set a minimum viewability threshold (e.g., 70% or 80%) to ensure you're only bidding on impressions likely to be seen.
• Focus on Above-the-Fold (ATF) Placements: While not always guaranteed even with pre-bid filters, specifically targeting ATF placements can significantly boost viewability. Ensure your DSP allows for this level of placement control.
• Optimize Ad Creative: Shorter, more engaging video ads tend to perform better in terms of viewability because users are less likely to scroll past them. Consider optimizing creative for mobile devices, as a significant portion of video consumption happens there.
• Implement Robust Ad Fraud Prevention: Non-human traffic and bot activity can severely depress viewability metrics. Ensure your DSP integrates with or you are using third-party verification tools for ad fraud prevention. This helps filter out invalid traffic before it even reaches your campaigns.
• Utilize Third-Party Verification Tools: Beyond your DSP's internal reporting, integrate with independent measurement partners like Integral Ad Science (IAS), DoubleVerify, or Oracle Moat. These tools provide unbiased viewability metrics and often offer more granular insights, allowing you to optimize further. They can also provide pre-bid blocking capabilities.
• Refine Contextual and Audience Targeting: Ensure your ads are shown in relevant contexts (contextual targeting) and to audiences who are genuinely interested in your content. When an ad is highly relevant, users are more likely to pause and watch, inherently improving viewability.
• Monitor Page Load Speed: Sometimes, low viewability is a symptom of slow-loading publisher pages. If a page takes too long to load, users might scroll past the video player before it even renders. While harder to control programmatically, it's a factor to be aware of when assessing inventory quality.

By combining these strategies, you should see a tangible improvement in your programmatic video viewability rates. It's an iterative process, so consistent monitoring and adjustment are key.

Hope this helps your conversions!