Creative Height and Viewport

In short, the viewport is the window through which a user views the banner, while the creative height is the size of the banner that is placed inside that window.

Continue to read below to learn more about the difference, and impact on viewability.

Viewport

The viewport is the visible area of a web page a user is currently seeing in their browser window. It is the canvas that the website content is displayed on. 

• Dynamic Nature: The size of the viewport changes based on the device (desktop, tablet, mobile), whether the browser window is resized, and on mobile devices, whether the browser's dynamic toolbars (like the address bar) are visible or retracted. 

• Measurement: Its dimensions are used as reference in responsive design, in CSS, often with units like vh (viewport height) and vw (viewport width), where is of the viewport's height.

• In Adnami: This is the vertical space that the Adnami creative will be is displayed within on the user's screen. It acts as the "window" that frames the creative. The size is most often defined as a percentage of the screen height (e.g., 80% vh), but can also be locked to a fixed pixel value upon request to Adnami AdOps.
  
  

Creative Height

Creative height specifically refers to the vertical dimension of a digital ad unit or 'creative' (the advertisement itself). It is one part of the fixed or flexible size specified for the ad. 

• Fixed creative height size: In most standard display advertising, both the width and height of the ad creative are fixed (e.g., a Medium Rectangle ad has a creative height of 250 pixels). 

• Flexible creative height size: Aslo called "responsive". In Adnami High Impact formats, the ad creative might have a flexible height, and renders into the viewport. 

• Relation to Viewability: The creative height determines the size of the ad slot, but the ad's visibility is judged by whether it is displayed within the user's viewport (a key metric known as viewability).

• In Adnami: This is the total vertical dimension of the your Adnami banner (e.g., 30%, 80%, 100%).  For Adnami's scrollable formats, the standard creative height is 80%. You'll find the Creative height settings under "parameters" in the Adnami platform, when building your high impact banner.
  
  

Viewability, Attention, Viewport and Creative height? 

While the banners actual creative height size is generally determined by the ad specification in the Adnami platform, its viewability is judged by how much of the banner is visible within the viewport.

The metric of ad viewability is a measure of the ad's creative height (and width) actually appearing in the user's viewport for a specified duration. 

Therfore, both Creative Height and the Viewport have a significant impact on viewability, but they do so in different, yet related, ways.

Viewport's Impact on Viewability

The Viewport has the most direct and crucial impact on viewability - And viewability on it's hand have a huge impact on how much attenion the banner generates.

• The Viewability Standard: For a display ad to be counted as "viewable" the ad's pixels must be in the user's viewport for a minimum. Read more about it here: Viewability Basics

• Viewport Defines Visibility: Since the Adnami viewport (e.g., the standard 80% vh for Midscroll) defines the area of the creative that is initially visible, a well-configured viewport guarantees that a high percentage of the creative is available to meet the 50% threshold.

• Misplaced viewport: If the viewport isn't correctly positioned (e.g., it loads behind a sticky header etc.), the visible portion (and therefore viewability) is immediately compromised. If you believe the viewability have been impacted by this, reach out to Adnami AdOps for support.

Creative Height's Indirect Impact on Attention

The Creative Height is more about quality, responsiveness, and performance, which support viewability, and thereby attention.

• Responsiveness and Scaling: Adnami's high impact formats are responsive and scales the banner correctly to fit the viewport across different screen sizes, without distorting or appearing low-resolution.

  A poorly scaled or designed creative can distract the user and hurt the overall quality perception, which, while not a direct viewability metric, affects its ultimate goal: capturing user attention.

• Optimizing for Attention: For Adnami, the large creative height provides the scrollable canvas. The goal is not just to be 50% viewable for one second, but to keep the user engaged for a long Time-in-View, which is a key component of our Attention Per Mille (APM) metric.