Advertising Top Stories
2 mins read

Whitepaper: Fewer ads doesn’t mean less publisher revenue

WNIP Sponsored Post

To an industry focused on generating as much revenue as possible, it may seem counter-intuitive to say that fewer ads per page does not mean less revenue.

However, two things have come together to make this true:

  1. Firstly, understanding engagement enables digital publishers to value their most engaged pages above others, making impressions with higher engagement time available to advertisers at a premium.
  2. Secondly, the ability to reload an ad after a set period of time where you know the reader has been actively engaged in the content, provides publishers with further revenue opportunity from premium impressions.

When publisher solutions specialist, Sovrn, released VET Reload it was specifically to allow publishers to maximize on two important assets: their audience; and the attention that that audience pays to their content.

VET Reload provides publishers with deep insight into how actively engaged users are with content on a page. Once they know this, they can define an engagement time threshold where they can legitimately reload a single ad to create a new impression and a new opportunity for revenue generation.

By setting a threshold of 30 seconds of viewable engaged time (VET), ads will reload after 30-45 seconds of dwell time. This means the advertiser has half a minute where they know the user is present and actively engaged to create brand awareness or secure a click, after which time the ad unit loads a new creative. 

While this may seem like a big jump for digital publishers, it is simply bringing it inline with other media formats such as Digital Out of Home (where typical reloads are between 10-12 seconds), TV (where typical commercial lengths are 15-30 seconds) and Radio (where typical commercial lengths are 30-40 seconds).

To find out more about Sovrn’s VET Reload and how to gain a deeper understanding of engagement time across your site, download the free User Engagement whitepaper.

Download the whitepaper here