"Viewable" impressions are those that attain a significantly higher Viewability score than standard impressions. In order to achieve this, the ad formats that run on a Viewable campaign must be of a certain performance standard. The following specifications aim to achieve this goal.
Of primary concern for viewability is performance of the ad unit itself. If the ad takes too long to load, the ad is less likely to be viewable because the user may scroll away from the ad, click to open another page or open another tab before the ad has loaded on the page.
As such, the creative should load within 1 second as can be tested in the IAB tool (below), and adhering to the following specs is required:
All ads can be tested using the IAB HTML5 Ad Validator Tool - http://html5.iabtechlab.com
This is a free to use, agnostic tool that can be used to ensure creatives adhere to the above.
Standard creatives using regular IAB formats, hosted on the Nine Digital server or a Third Party that are optimized for viewability* should adhere to the above requirements, as well as the following specs:
|Ad Unit||Dimensions||Initial file size or image size||Host Initiated sub-load||Animation/video|
|Medium Rectangle (Desktop & Mobile)||300x250||40kb||200kb||
*Ad creative that do not adhere to above specs may not be eligible for Viewability. As such, agencies should build creatives in such a way to increase its viewable potential eg. Build creative that loads an optimized static image quickly to ensure it is initially viewable.