Every advertiser wants their message to be seen. You have a target audience and a budget, and you want to reach the highest number of people you can. In the past, you would measure the effectiveness of a campaign by how much sales rose or fell. Now, with digital campaigns, you see actual numbers on how many people saw the ad. You get to see how many people skipped through an ad or how many engaged with it. This is what’s called viewability. It is the idea that when a marketer pays for an ad to run, that the ad is seen by people, more importantly those most interested in the message being shown.
The biggest issue now lies in the fact that so many people never even see the ads that are supposed to be thrown right in front of them. In fact, according to Google, 46% of video ads across desktop and mobile don’t even have a chance to be seen. While 91% of ads showed up on YouTube sites, this does not mean 91% of people watched the ads. In the end, it all comes down to relevancy. Advertisers can’t force people to do something, they can only influence. Putting the message in front of the right audience ensures interest growth and that potential actions will be taken. Relevancy is the key to viewability, as well as a main influence on success.
Companies often struggle to find what’s relevant because of how ambiguous relevancy is. What’s relevant to a 70 year old is not necessarily relevant to a 20 year old. Finding relevancy relies on understanding your audience. Without a true understanding of who you are targeting, even the best ads in the world can go unnoticed. Clearly defined goals grow clear intentions, and with clear intentions, messages can be aligned. Part of delivering relevant content is aligning your messages so that every message delivered seems to fit in place. Misaligned messages seem out of place and will decrease relevancy. By truly understanding your audience and your goals, aligned messages become relevant, and with increased relevancy comes increased viewability.