Viewability & Engagement as a Strategy for More Ad Revenue

Last Updated February 4, 2019

It’s no secret that publishers work day in and day out optimizing their demand channels and ad network partners to monetize their content. Even as the industry sees advancements in channel and ad delivery technologies for publishers, the need still remains for publishers to have some hands-on management. 

Read on to learn about a digital advertising strategy that combines viewability and page engagement to maximize ad revenue.

Your Hard Work Optimizing Your Ads Will Pay Off

Even with the implementation of header bidding, an effective monetization strategy is contingent on organizing your ad networks and demand channels efficiently. A proper configuration will allow your site to generate maximum revenue on your content. Whether you’re an up-and-coming blogger or a ComScore 1000 publisher, the importance of correctly establishing your ad networks and demand channels is undeniable.

With optimization in general, your first step is to identify your partner’s performance sweet spot, which will typically vary. Which partners offer high CPMs with low fill rates or vice versa? Once you have gauged the CPM and fill rates for each ad network, we recommend organizing your ad stack from highest to lowest. Organize your stack setup based on average CPM and backfill at the bottom with a catch-all solution that offers 100% fill with lower CPMs, like Google AdSense. Make sure to include house-ads at the absolute bottom of your stack. There are also other ad monetization options that can provide additional revenue opportunities, such as viewability and engagement.

Optimizing on Engagement

A complementary strategy for optimizing by viewability, is optimizing on engagement. While viewability is valuable from an advertiser’s perspective, the combination of viewability AND engagement is even more valuable. The focus here should be to optimize around the performance of each partner in a publisher’s ad stack, and then by focusing on the engagement levels of their audience based on what content on their site draws that engagement.

Viewable Engagement Time is a metric and technology created by Sovrn that provides more revenue per engaged visit by selling inventory differently based on user engagement, instead of impressions alone. Sovrn is able to load a new impression based on site engagement and viewability through //Signal. Here’s an example to get a better idea on how it works:

Let’s say you have a reader on your site super engaged with your content. In fact, they are so engaged that stay on one section of the page for two minutes; slowly scrolling down the page. With a traditional ad setup, that reader would see the same ad for those entire two minutes. However, with //Signal, that ad would refresh with a new creative every 20-30 seconds. By the time the reader has been on the page for two minutes, they’ve already seen six ads impressions, all from the same placement. Thus, publishers that implement //Signal serve 20% or more impressions, resulting in a revenue lift of 15-25%.

While not doing away with the need to manage and curate a diverse network of demand channels, products like //Signal can assist in a comprehensive approach that is not bound to only one monetization strategy, which can be a risky strategy especially with all of the ongoing changes happening in the industry and market within a given year.

Are you ready to implement //Signal technology on your site’s ad units? Contact our support team today!

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