论文标题
广告可见性足够？显示广告可视性对广告有效性的影响
How Much Ad Viewability is Enough? The Effect of Display Ad Viewability on Advertising Effectiveness
论文作者
论文摘要
人类从未见过所有在线展示广告（AD）的很大一部分。例如，广告可能会显示在页面折叠下方，用户永远不会滚动。但是，如果广告至少不可见，则基本上是无效的。广告可视性 - 指的是视图中的像素百分比以及在线显示广告的曝光持续时间 - 最近在数字广告商和出版商中引起了极大的兴趣。但是，我们对广告可见性对广告有效性的影响一无所知。我们通过分析与数字广告商和出版商通常可以使用的数据集相似的350,000多个广告印象的大规模观察数据集来缩小这一差距。该分析表明，较长的暴露持续时间（> 10秒）和100％可见像素似乎并不是产生视线的最佳选择。最高的直通率似乎是在相对较低的像素/第二组合（50％/1、50％/5、75％/1和75％/5）中产生的。但是，此分析并未解释可能与AD可视性相关的用户行为，因此可能导致内生性问题。因此，我们在一个主要的欧洲新闻网站的随机在线实验中操纵广告可视性，发现相对较高的像素/第二组合为75％/10、100％/5和100％/10的广告识别率最高。低于75 \％或5秒钟的一切都会更糟。但是，我们发现拥有长时间的曝光持续时间或高像素百分比以达到高广告有效性可能就足够了。我们的结果为广告商提供了指导，使他们能够更适当地建立目标可视性率，并为希望区分其可视性产品的出版商提供指导。
A large share of all online display advertisements (ads) are never seen by a human. For instance, an ad could appear below the page fold, where a user never scrolls. Yet, an ad is essentially ineffective if it is not at least somewhat viewable. Ad viewability - which refers to the pixel percentage-in-view and the exposure duration of an online display ad - has recently garnered great interest among digital advertisers and publishers. However, we know very little about the impact of ad viewability on advertising effectiveness. We work to close this gap by analyzing a large-scale observational data set with more than 350,000 ad impressions similar to the data sets that are typically available to digital advertisers and publishers. This analysis reveals that longer exposure durations (>10 seconds) and 100% visible pixels do not appear to be optimal in generating view-throughs. The highest view-through rates seem to be generated with relatively lower pixel/second-combinations of 50%/1, 50%/5, 75%/1, and 75%/5. However, this analysis does not account for user behavior that may be correlated with or even drive ad viewability and may therefore result in endogeneity issues. Consequently, we manipulated ad viewability in a randomized online experiment for a major European news website, finding the highest ad recognition rates among relatively higher pixel/second-combinations of 75%/10, 100%/5 and 100%/10. Everything below 75\% or 5 seconds performs worse. Yet, we find that it may be sufficient to have either a long exposure duration or high pixel percentage-in-view to reach high advertising effectiveness. Our results provide guidance to advertisers enabling them to establish target viewability rates more appropriately and to publishers who wish to differentiate their viewability products.
