Last year we launched our product – Viewable Bid Optimization, which is also known as Ad Refresh. While we were testing this solution with our clients, we saw a significant increase in ad revenues.
In this article, we are going to explain how viewable bid optimization works and what are the benefits of this solution.
What is Ad Refresh?
Ad refresh 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 ad placement.
What is so special about Setupad Viewable Bid Optimization?
The key is the word viewable. Usually, the viewable ad impression counts after 1 second, but actually, it is a way too short period for a user to notice and interact with the advertisement. 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 30 – 40 seconds on the user’s screen then reload is triggered and a new ad is served.
Setupad solution monitors viewability, and a tailored algorithm helps not to decrease the average price when the ad is refreshed. Ads are changing only when the next ad impression benefits the publisher.
What to keep in mind?
Viewable bid optimization takes into account the users’ behavior on the browser to make sure that the current advertisement is noticeable. 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 visitor’s 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. This solution exposes a user to different adverts that might 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 ad placement that is visible on the screen at all times. It is important to note that the users of the site are an engaged audience with high screen time.
The infographic below shows our client’s weekly results before the viewable bid optimization:
After implementing the viewable bid optimization, you can see how weekly results have changed in the infographic:
What can we understand from this data?
Even though the number of ad 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. It can also benefit traditional online media sites, blogs, or pages with endless scroll. However, the best results are in websites with a fixed panel window and only one ad placement on the screen or sticky ad placement on either of the sides.
To sum up – for this solution to work, the ad placement has to be visible on the page constantly. Otherwise, because of the 30 – 40-second viewability ‘rule’, the reloaded ad impression will not be activated.
Test it yourself by signing up!