Mobile Viewability [Infographic]

Was the ad actually seen by a human?

This is the question digital marketers have to ask nowadays when considering the effectiveness of their mobile advertising campaigns.

Why? Because viewability - the notion that advertisers should only pay for ads that actually have the opportunity to be seen by a human - isn't as easy to ensure as you think it would be.

It's difficult because it's complex

To gain visibility by advertising on mobile devices is complex. There are a lot of challenges to consider, including shrinking screen sizes, mobile apps and mobile data, and the general lack of sophisticated tracking systems.

Digital marketers want to harness the power of mobile and all the consumers flocking to use the platform. Yet, to do so, they have to understand the reasons why mobile viewability has become an absolute beast of a problem to solve.

This infographic, created by mobile advertising platform The Mobile Majority, dissects the major components of mobile ad viewability: timing, placement, and delivery.

Each of these components represents a moment in the life of a mobile ad where problems can occur and viewability can suffer.

The current mobile landscape is speeding towards a programmatic future. Ads are bid on in less than one second, requiring technologies to then successfully place and deliver ads almost instantaneously.

If these technologies don't work together seamlessly, breakdowns occur and viewability plummets. That's the current state of the industry. If there isn't communication, cohesion, and ultimately transparency between all parties involved - including advertisers, publishers, and vendors - then we can expect mobile viewability to remain an unsolved problem.

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