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1. Connected TV advertising
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.

3. • 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 ad is not viewable, then the advertiser is essentially wasting
their money by paying for impressions that were not seen by their
target audience.

5. • 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.

6. • 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.
• 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.