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Ad View

The Ad views o ad views denotes the number of views an ad receives when the user's device loads a web or web application. An ad view is counted when the advertising medium is delivered in the content of the web and the user can see it. The ad server, which manages the delivery of ads, also collects statistics on the total of all visual contacts by advertising medium. Ad view is synonymous with ad impression, but it is used less frequently. The term "advertising impressions" prevails. The calculation basis is the same. User access to an advertising medium is recorded. If multiple ads are integrated into the same advertising medium, multiple ad views per site will be recorded. Ad views or impressions are also used as the basis for other key performance indicators (KPIs) in online business promotion, for example in the case of CPM or eCPM.

General information

The display of an ad by a user is considered one of the most important characteristics in online marketing. Based on eye contact with an advertisement in the print area, the procedure can easily be transferred to digital media. After a user views an ad, the system that delivered the ad (ad server) receives a response from the device displaying the ad (client). This is generally done through a tracking pixel, which is downloaded by the user upon entering the website. You can have two or more ad views on a website if it integrates several ads. User accessed only one web portal, but sees multiple ads. Every eye contact with an ad equals an ad viewregardless of whether the user is viewing only one web portal.

In most cases, ad views are used for large campaigns and are extrapolated with CPM or eCPM to control advertising costs and revenue. Websites that offer their ad space for sale usually provide a maximum limit of views or impressions. However, the first view does not tell you how long the user has seen the ad or if the ad resulted in a conversion or lead. Therefore, ad views must be distinguished from action-based billing models, such as pay per lead, ad clicks or cost per action. Ad views reflect only visual contacts with an ad, not overall advertising effectiveness.

How does it work

Ad views are the measure of eye contact with an ad and thus the opposite of ad clicks, which are defined as ad clicks. Since reservations in online business promotion are generally prepaid, ad views are usually used only for large campaigns. Advertisers and marketers agree on a billing model and estimate the reach of a campaign based on various criteria. If a website has a certain number of calls and users per month, the total number of ad views or impressions can be determined in advance. This value is usually inaccurate, but binding on the contracting parties.

After a campaign has started, the ad server collects the actual values. Reserved ads will show up to the agreed quota of ad views. Once the maximum limit is reached, the campaign is canceled. However, payment is usually made in advance. Since the advertising budget is well distributed by this mechanism, ad views are usually used in the marketing mix. This billing model creates planning security for both parties. However, the advertising waste of such campaigns is very high. For this reason, ad display billing is not appropriate for small banner campaigns, but rather for large ad campaigns, which are subject to a certain amount of waste.

Websites, forums, and specialized sites that cover a specific subject area are excluded from this issue. Waste is reduced and sometimes compensated for by relevance in this case. The same applies to branding campaigns and new product innovations, which initially focus on brand awareness and attention. If the ad view model is chosen, the effectiveness of the business promotion can be significantly increased by the quality of the ad, its environment, and its high relevance to the topic. Therefore, the billing model that seems appropriate depends on different factors and cannot be answered in a general way.

Relevance for online marketing

The principle of displaying or printing ads is not only applied in online business promotion to increase reach, but also in web analytics. This is because a view can be defined abstractly as a view of a medium. Whether an advertisement or a file stored on a server is being referred is initially irrelevant. However, the extent to which an opinion can be considered an interaction or a relevant measured value is highly controversial in the trade promotion industry. With ever-changing output formats, user devices, and billing models, there are a variety of difficulties with measuring ad and campaign performance. This is particularly evident in smartphone marketing and video marketing. An ad display can accidentally occur on a smartphone device and a video that has started to count as a real interaction only after a certain playback time.

The limits of this type of ad "waste" and what the key performance indicators (KPIs) would be have been discussed for some time under the term "display", but the fact that ad views should not be considered as a metric of actual engagement or business promotion is nonetheless uncontroversial. Therefore, many vendors offer a compilation of various billing models for different scenarios. Ad views are just one viable option to increase reach or deliver ads in relevant media.

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