When an ad is served, it means that a publisher has told its system to deliver an ad. The ad can be shown in a place where a lot of people see it, like on a website homepage, or it can appear further down at the bottom of the page where no one sees it.
With regards to Facebook Ads, viewed impressions are measured the moment an ad enters the screen of a desktop browser or mobile app. If an ad doesn’t enter the screen, its not counted as an “opportunity to see” and therefore is not counted as an impression. Viewed impressions allow you to more accurately collect analytical value to make sure that the people who were supposed to see the ad actually saw the ad.
Tracking viewed impressions gives you a better solution in measuring consistency, value and fair pricing.
- Fair Pricing: Facebook does not charge for impressions that are not viewed. This ensures that the ad delivery corresponds with the real business value the ads create.
- Value: Even if only a portion of the ad is seen for a brief period of time, Facebook research shows value is still created.
- Consistency: Applying these measurement standards across all interfaces allows for easy cross-media measurement and comparison.
Facebook continues to work with the Media Rating Council (MRC) to help develop from vigorous standards to measure an ads effectiveness and when a brand message is transferred.
In the mean time, contact us today to find out more about how measuring viewed impressions can help your ads.