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Viewability and the Attention Economy

By February 6, 2022No Comments

It’s no secret that attention is hard to come by. Capturing–and holding–the attention of people is getting harder as time goes on, making connecting to your audience feel like an uphill battle. This is how the concept of the ‘attention economy’ emerged to become a hot topic.

The attention economy essentially treats attention as a scarce resource. It also considers solutions for solving developing issues related to attention deficits. But in the world of advertising, there’s thankfully a tried-and-true strategy for attention grabbing: viewability in advertising.

What is ad viewability?

Viewability is a metric that relates to ad visibility. It includes both the time an ad is onscreen and the amount of space it takes up while onscreen.

According to Media Rating Council (MRC) guidelines, an ad is viewable if it fulfils these criteria:

  • For a display ad, at least 50% of its area is visible on the screen for at least 1 second.
  • For a video ad, at least 50% of its area is visible on the screen while the video is playing for at least 2 seconds.

Viewability isn’t guaranteed on most platforms

Traditionally in advertising, ad impressions were everything. Paying for impressions meant your ad popped up when people browsed the internet, but there was always a problem: there was no guarantee anyone actually saw your ad.

In the case of search engine advertising, your ad could be stuck down the bottom of the page. So even though a user never scrolls down to see find it, it’d still count as an impression. A similar problem arises when a user arrives on a site and clicks away before your ad even has a chance to load.

In both cases, you’d be getting a false impression of your ad campaign—and you’d be paying handsomely for it.

New avenues to gain improved visibility

If impressions are a pain point in your advertising, viewability through game livestreaming is the remedy.

Game livestreaming is the perfect example of how easy perfect ad visibility can be. In livestreaming, impressions are guaranteed because your ad is always visible in the same frame with which your audience is actively engaged. So when you pay for your ad, you know it gets seen.

With around 1.2 billion people making up the game viewing audience worldwide, advertising via livestream is a no-nonsense way to maximize ROI by easily and affordably harnessing viewability.

Thece has recognized the huge viewability potential of livestreaming, and we’ve developed a solution harnessing its potential. We’re now excited to offer brands the unique opportunity to capitalize on the impressive viewability streaming provides.

Viewability made easy

We’re proud to offer brands 100% viewability—plus we even provide the metrics to back it up. And it’s also far from complicated. With our advertising turnkey solution, you can take a hands-off approach to livestreaming ad implementation while still taking advantage of complete viewability.

If you have any questions about how we can increase your viewability, we’d love to hear from you. Alternatively, take a moment to visit our esports page and see how it all works.