Enhancing Ad Viewability to Increase Your Website’s Advertising Revenue

Written by: Bjorn Eriksson
October 9, 2023

Improving ad viewability is a critical strategy for web publishers aiming to maximize their website ad revenue. With programmatic advertising becoming more popular, understanding how to leverage this technique efficiently can pay significant dividends. This blog post will guide you through essential tips and techniques to improve your website’s ad viewability and Factors Affecting Programmatic Ad Viewability.

Table of Contents

  1. What is Ad Viewability?
  2. Why is Ad Viewability Important?
  3. Factors Affecting Programmatic Ad Viewability
  4. Conclusion

What is Ad Viewability?

Ad Viewability measures how visible an advertisement is to an online audience. Specifically, it gauges whether an ad is actually seen by users, rather than merely being loaded onto a webpage. According to studies a display ad is considered viewable if at least 50% of its pixels are in view for a minimum of one second. For video ads, the standard is that at least 50% of the video’s pixels must be visible while the video plays for at least two continuous seconds. Understanding ad viewability is essential for both publishers and advertisers, as it directly influences website ad revenue. High viewability rates generally lead to better engagement, increased trust, and ultimately, more successful advertising campaigns.

Why is Ad Viewability Important?

A higher viewability score indicates that more users are seeing and possibly interacting with your ads. This not only improves the performance of the advertising campaigns but also increases your website ad revenue. A website ad revenue calculator can provide insights into how minor changes in viewability percentages can have a substantial impact on your earnings.

How much can you earn?

Use our calculator to see how much Holid can make you earn from your website:

Visitors per month

500 000

Page views per visit


Ads per page


Traffic Value

Revenue / month


Revenue / year


Estimated revenues are a guide and assume a reasonably competitive setup.

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Factors Affecting Programmatic Ad Viewability

When it comes to solving the viewability equation, numerous factors impact your ad viewability. Understanding and acting on these elements is critical for maintaining high performance. Here’s an in-depth look at the key factors:


  • Ad Sizes: According to a study by Google, ad sizes play a pivotal role in viewability. Vertical units are found to be the most viewable. For instance, ad sizes like 234 x 60 for horizontal and 120 x 240 for vertical have shown promising results. It’s crucial to note that larger ad units might have higher Click-Through Rates (CTR), but not necessarily higher viewability. Planning your ad units based on these insights can be extremely beneficial.
  • Geo: Geographical considerations are also important. Video ad viewability rates vary across regions, making geo a key factor. Demand Side Platforms (DSPs) are often engineered to favor impressions with better viewability in a given geo. Therefore, aim to maintain viewability rates higher than the regional averages to attract more advertisers.
  • Page Arrangement: Ad placement is a critical determinant of viewability. Ads located exactly above the fold have a median viewability of 68%, while those at the top of the page fare worse, averaging at 40%. However, if your content is compelling enough, ads below the fold (BTF) could still achieve significant viewability, almost on par with those above the fold (ATF).
  • Page Length: Research indicates that shorter content typically yields higher viewability. A single-fold page facilitates easier user navigation, thus potentially increasing the viewability of ads. However, the length of your content should be determined by your topic and audience, not merely by a desire to improve ad viewability.
  • Industry: Different industries show varied levels of viewability. For instance, reference sites boast the highest viewability at 51.9%, followed by online communities at 48.9%. Arts & Entertainment sectors average around 48%. Knowing industry benchmarks can help you better position your website.
  • Responsive Design: Creating a good user experience involves developing responsive ads. Ensuring browser and device compatibility can significantly enhance ad viewability and, consequently, returns on ad spend.
  • Page Design: The aesthetics and layout of your page play an instrumental role in ad viewability. A clean, visually appealing design can increase both user engagement and viewability. Ensuring that ads are seamlessly integrated with your content can have a dramatic impact on their viewability.
  • Loading Speed: Sites that have ads from multiple networks often suffer from high load times, driving users away before they even view the content. Focus on techniques like enabling lazy loading, smart/asynchronous loading for ad units, and eliminating passbacks to improve both page and ad loading times.
  • Stickiness: The use of sticky ads, which stay in a particular area of the screen as users scroll, has gained traction. While this method does improve viewability, excessive use can hamper user experience.
  • Sidebar: A sidebar layout often leads to better user experience and higher viewability. Being always in view, the sidebar offers a suitable spot for ad units, thus potentially increasing eCPM.
  • Number of Ads: Increasing the number of ad units with the sole aim of improving revenue can be counterproductive. Too many ads can distract and irritate users, who are primarily on your website for the content.
  • Referral Traffic: Referral traffic also plays a part in ad viewability. For instance, traffic from Google often consists of users looking for specific information, implying they will stay longer on the page. Hence, consider tweaking ad placements based on the nature of the referral traffic to your site.


In summary, enhancing ad viewability is an imperative endeavor for any web publisher looking to optimize website ad revenue. From understanding the metrics that define ad viewability to delving into the multifaceted factors that affect it, this comprehensive guide provides a roadmap for making informed decisions. Whether you’re contemplating ad sizes, geographical strategies, or the intricacies of page design, each aspect plays a pivotal role in maximizing viewability and, consequently, revenue. Employing a website ad revenue calculator can offer further insights into the tangible benefits of these enhancements. In a digital landscape where every impression counts, a focused approach to improving ad viewability is not just beneficial—it’s essential for long-term success.


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