Report of the Month: Viewability

What is the report template?

This report was built to help track viewability performance, and ensure any changes in viewability are easily identified so they can be fixed quickly.  With the release of 3 new viewability data points, we wanted to make a template that would highlight the key environment factors that might affect viewability performance. For the definitions of any metrics and/or dimensions used throughout this post please reference our Glossary here. 

Why is it helpful?

Viewability is a key trading metric and we know that poor viewability leads to lower yields and fill rates, and you are often just given one average number across all of your inventory which is unhelpful when it comes to optimising viewability. This report helps identify any possible viewability issues you may be experiencing and pinpoint exactly the environment where they are occurring. 

Report Summary

The report is broken out into 7 different sections and here is a summary of each section below:

KPIs (for Context) 

• Here we look at 3 main and important KPIs when it comes to Viewability: Average Viewability (This is the average percentage in view at the point of impression), Total Gross Impressions (The count of all Impression events), and Total Play Requests (The count of Requests to Play the Video Content). 
• The aim of these 3 KPIs is to give you a quick topline overview of your viewability, using the Metrics to see whether your performance has increased or decreased and whether you need to do some more digging

Viewability Breakdown 
The visual used in this section shows what percentage in-view are your Gross Impressions. Using the Viewability Segment Dimension you can see a breakdown of your Ad Viewability Split into 0-10%, 10-20%,…. 90-100% segments, and also N/A if we can’t measure the viewability, which happens when the player is not in a friendly iframe.

Viewability By Environment – Player
This section contains 3 separate tables. Player Viewability, More or Less than 60% in-view – Player Viewability and Viewability Breakdown – Player. 

• The Player Viewability table shows Play Requests and the average Viewability broken down by the top-performing Players, this is to give you an overview of which of your players have the strongest viewability
• The More or Less than 60% in-view – Player Viewability table shows Gross Impressions for your top Players but whether those players were More or Less than 60% in-view. This is to show whether the ad was more or less than 60% in view at the time of Impression on that specific player. 
• Viewability Breakdown – Player table shows Gross Impressions for your top players broken out by the viewability segments, this is to show which players drive the most amount of impressions within each Ad viewability segment

Viewability By Environment – Device
The Device section of the report is also broken out into 3 tables. Device Type Viewability, More or Less than 60% in-view – Device Viewability and Viewability Breakdown – Mobile, Tablet & Desktop. 

• The Device Type Viewability table shows Play Requests and the average Viewability broken down by each Device Type, this is to give you an overview of which device types have the strongest viewability 
• The More or Less than 60% in-view – Device Viewability table shows Gross Impressions for Device Types and whether they were More or Less than 60% in-view. This is to show whether the ad was more or less than 60% in view at the time of impression on that specific device type. 
• The Viewability Breakdown – Mobile, Tablet & Desktop table shows Gross Impressions for Mobile, Tablet and Desktop devices broken out by viewability segments, this is to show whether Mobile, Tablet and/or Desktop drives the most amount of impressions within each Ad Viewability segment.

Viewability By Environment – Browser
The Browser section of the report is also broken out into 3 tables. Browser Viewability, More or Less than 60% in-view – Browser Viewability and Viewability Breakdown – Browser. 

• The Browser Viewability table shows Play Requests and the average Viewability broken down by different Browsers, this is to give you an overview of which Browsers have the strongest viewability 
• The More or Less than 60% in-view – Browser Viewability table shows Gross Impressions for Browsers and whether they were More or Less than 60% in-view. This is to show whether the ad was more or less than 60% in view at the time of impression on that specific device type. 
• The Viewability Breakdown – Browser table shows Impressions for Browsers broken out by viewability segments, this is to show which browser drives the most amount of Gross Impressions within each Ad Viewability segment

Viewability By Environment – Player, Browser & Device
This section has 2 tables. Player x Browser Viewability and Player x Device Type Viewability. Both tables use the metrics, Play Requests, and Average Viewability. 

• The Player x Browser Viewability table shows which players have the highest viewability and on which specific Browsers. 
• The Player x Device Type Viewability table shows which players have the highest viewability and on which specific Device Types.

 

How can I find and use the report?

You can add this template to your reports by clicking through to our Report library. Or by going to ‘Create new report’ and selecting it from the list of available report templates.  Please contact your CSM if you have any questions.