- Users are more likely to click on viewable ads -- up to 21 times more.
- Viewability can help publishers discover “gold below the fold,” with CTR doubling, on average, for below-the-fold inventory. On average, we’ve found that CTR is comparable for viewable above-the-fold and viewable below-the-fold inventory.
- The longer users view an ad, the bigger the boost for click-through rates (we saw up to a 125% increase when an ad was viewed for more than 20 seconds).
*Data source for all figures: Google Display Network 2% sample from February 2013; display ads only; viewable = 50% onscreen. In all figures, 100% on the y-axis denotes the average CTR across all ad queries in the specified dataset.
Google’s MRC accreditation, which currently applies to the Google Display Network and DoubleClick for Advertisers, was based on a thorough assessment of a number of factors, including the detection process, quality control and delivery standards.