Viewability and reload ads have been around for a while, but bringing engagement into the mix is an entirely new concept for advertisers and publishers alike. By combining viewability and engagement, publishers are able to unlock the full revenue potential of their sites.
So, how do we do this you ask? With our latest advertising technology, Sovrn OnScroll. Sovrn OnScroll captures two metrics: viewability and engagement.
- Viewability is the percent of an ad that is in-view as the reader consumes the content on the page.
- Engagement is the length of time the user is active on the page. Engagement is detected using several different signals including scrolling, typing and cursor movement.
When we combine these two metrics we get Viewable Engaged Time (VET), the total time that an ad is in-view while the user is actively engaged.
Here’s how viewability metrics work in a live environment:
When the page loads, viewability metrics show whether the reader is engaged and for how long. If the user is engaged (i.e. scrolling, typing, cursor movement), the Viewable Engaged Time clock is ticking. If they stay engaged for 20 seconds, the ad will refresh.
If the user navigates to another tab or gets up from the computer, they are no longer engaged with the content and Viewable Engaged Time clock stops.
The Viewable Engaged Time clock captures additive viewable ad spend without sacrificing page layout or user experience. In turn, these ads also command a higher CPM for publishers because advertisers are willing to pay more for ads that are guaranteed to be seen by a user.
We developed the new VET advertising technology because both advertisers and publishers lose when ad impressions are ineffective. Both groups benefit when viewability and engagement are used to monetize highly engaged users.