How to optimise your website for attention and viewability?

Thinking about how to increase the overall attention, eAPM/APM score and viewability performance of your site? Here's a list of areas to look into:

• Layout & Content: The most well performing websites focus on user experience and engagement, as it prompts the user to stay longer on site with the banner; which increases the likelihood of the banner to be seen by the user. 
• Load time: Ensure low page load time. Chrome Lighthouse is a recommended tool to benchmark site performance as it lists all the issues and possible problems. For instructions on how to use Lighthouse, please contact Google.
• Main page vs sub pages: Article pages perform 50% better than main pages, as there tend to drive more engagement, scroll depth, content relevance and less clutter. Consider to apply different optimisation and monetisation strategies to the different types of pages. 
• Placement: Premium ad products should be served/offered on high quality placements to secure performance and justify price point.  For Midscrolls, a general recommendation is to exclude placements with low viewability far down on the page. You can check the viewability for different placements in an ad unit report. 
• Compare to standard formats: Be aware that it sometimes is the placement itself rather than a high impact format that is the reason for a low viewability. Check the viewability report for the standard placement used to serve Adnami ads and compare the numbers, if the numbers are  close to equal to the high impact numbers, there is probably something wrong not related to the high impact creative.
• Ad refresh strategy: Stop serving our ads through placements that are getting refreshed often. Alternatively only refresh if the ad has been loaded for at least 30 seconds.
• Ad format alternatives: Look into other formats. If you, for example, experience that it takes a long time  to load ad units with Topscroll, then the Topscroll Expand format with a sticky anchor banner is an alternative, as it is smaller.
• Lazy load: Preferably enable lazy loading on the ad units displaying High Impact ads if possible. Lazy loading is a technique for waiting to load certain parts of a webpage — especially images — until they are needed. Instead of loading everything all at once, known as “eager” loading, the browser does not request certain resources until the user interacts in such a way that the resources are needed. When implemented properly, lazy loading can speed up page load times.

By optimising your website according to the list above, you can create a more engaging and user-friendly experience that not only captures your audience’s attention but also makes your site more attractive to advertisers; Optimising your website for better ad performance in terms of attention and viewability is essential!

• Description of the issue
• Which format it regards
• Testlink from the site with the specific creative
• A viewability report for a specific creative, showing impressions and dates