Viewable Impressions: Key Performance Indicator in Social Media

Overview

As part of Social Media Key Performance Indicators (KPIs), 'Viewable Impressions' stands as a critical metric that marketers should focus on. This KPI refers to the number of times an ad is displayed and is actually viewable by users.

'Viewable Impressions' offers a gauge of the true reach of your advertising efforts on social media platforms. Compared to served impressions, which counts all instances where an ad is served to a user's screen, viewable impressions provide a more accurate insight into how many users could have feasibly seen the ad based on viewability standards set by platforms or industry bodies.

This KPI is highly essential for advertisers as it helps to ensure ads are not just being served, but they are being seen, thereby enhancing the chances of interaction and engagement.

Calculation of Viewable Impressions

Calculating 'Viewable Impressions' can be a bit more nuanced than served impressions. Not all served ads are viewable, and the definition of viewability can vary by platform. However, a commonly followed standard, set by the Media Rating Council (MRC), states that an ad is viewable if at least 50% of its pixels are in view for a minimum of one second for display ads, or two seconds for video ads.

Reflecting this as a calculation:

Viewable Impressions = Total number of times an ad is served and at least 50% of its pixels are visible for one (for display ads) or two (for video ads) seconds.

It's important to note that not all ad-serving platforms or situations may adhere strictly to the MRC's definition. Therefore, always make sure to understand the specific standards of viewability for the platform you're using.

By closely monitoring 'Viewable Impressions', marketers can ensure their ads are reaching a genuinely viewable area on user screens and can therefore adjust their strategies for optimal ad performance.