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1. CTV advertising campaign
Understanding CTV Ads Viewability: Importance & Implications
As the world of advertising shifts more and more towards digital platforms, the
importance of viewability cannot be understated. Connected TV (CTV) has
emerged as one of the most promising channels for reaching audiences, with
millions of households now streaming content on smart TVs, gaming consoles,
and other streaming devices. However, with the growth of CTV advertising
comes the need for advertisers to ensure that their ads are viewable by their
intended audience. This is where CTV ads viewability comes in, and why it
matters so much for effective CTV advertising.
The likelihood of an ad to be seen by the viewer is referred to as viewability. For
CTV, this refers to whether or not an ad is completely visible on the viewer's
screen for at least two seconds. Viewability is determined by tracking technology
that decides whether an ad was presented in a viewable part of the screen for a
predetermined period of time. In the digital advertising industry, the Interactive
Advertising Bureau (IAB) and Media Rating Council (MRC) have set guidelines for
what constitutes a viewable impression.
Viewability is critical to the success of any advertising campaign because it
ensures that advertisers are reaching their intended audience. In traditional TV
advertising, the assumption is that a viewer has seen an ad if it has aired during
a program. However, with CTV, the ad may not be fully displayed or may be
blocked by other content, making it harder to ensure the ad has been seen. If an

2. ad is not viewable, then the advertiser is essentially wasting their money by
paying for impressions that were not seen by their target audience.
Additionally, viewability can impact ad performance and the effectiveness of a
campaign. If an ad is not viewable, then it cannot be effective in generating
awareness, driving engagement, or influencing consumer behavior.
Here are some of the reasons why CTV ads viewability is so important:
· One of the main reasons why CTV ads viewability is important is that it
increases the efficacy of advertising efforts. When advertisements are viewable,
they have a better chance of being seen and interacted with by the intended
audience. This enhances the probability of engagement and, as a result, the
campaign's ROI.
· CTV ads viewability guarantees transparency in the advertising process.
Advertisers can ensure that their advertisements are being seen by the intended
audience and are not being squandered on fraudulent or invalid traffic by
assessing viewability. This contributes to increased confidence between
marketers and publishers, resulting in more effective campaigns.
· CTV ads viewability is also essential because it aids in campaign performance
optimisation. Advertisers can determine which locations, formats, and content
are most successful by gauging viewability. This enables them to make informed
choices about how to best allocate their money and resources.

3. · Viewability of CTV ads is important because it improves user interaction.
Viewers are more likely to interact with, discuss, and eventually convert when
ads are viewable. This results in a favorable feedback cycle for both marketers
and publishers.
In order to ensure CTV ads viewability, advertisers and publishers must work
together to implement best practices and use technology to measure and
optimize viewability. Some of these best practices include optimizing ad
placement, choosing high-quality publishers, and using viewability measurement
tools to monitor and optimize campaigns. Finally, advertisers should regularly
monitor and analyze their campaign data to identify any viewability issues and
adjust their strategies accordingly.