Viewability Rate is the percent of impressions that were viewable to a user. An ad is considered viewable after being at least 50% in view for 2 consecutive seconds, as defined by the IAB.
Video view rate (VVR) is the rate at which users are watching your silent autoplay video ads. (Example: if a your silent autoplay video placement receives 1000 impressions, and 150 users viewed it for at least 10 seconds, the VVR on the placement is 15%.)
Viewability Rate and VVR are directly correlated, as video placements that are more viewable are more likely to be watched by the user, and will therefore experience a higher VVR.
Why are Viewability and VVR so important?
From a programmatic perspective, buyers are more likely to bid (and will bid higher) on placements that have higher viewability and stronger performance. In the case of a direct sold campaign, advertisers are more likely to pursue more native video campaign opportunities if the publisher has a history of high viewability and VVR performance.
Tips for Improving Viewability & VVR
Are your placements experiencing lower-than-optimal viewability or VVR? Here are some tips to help you improve it: