Optimize Viewability & Long-Term Ad Revenue In 2023

As we enter 2023, advertisers in the Middle East and North Africa (MENA) region continue to face challenges in optimizing viewability and driving long-term ad revenue. With the ongoing pandemic, many consumers have shifted their media consumption habits, leading to changes in the advertising landscape. In this article, we will explore some strategies to help advertisers optimize viewability and drive long-term ad revenue in the MENA region.

Ad Placement

One of the primary factors affecting ad viewability is the placement of the ad. Ads that are placed in areas with high visibility, such as above the fold or in the center of the page, are more likely to be viewed by users. Ads that are placed below the fold or in areas with low visibility, such as the sidebar or footer, are less likely to be seen. Therefore, advertisers should prioritize placing their ads in high-visibility areas to increase their viewability.

Ad Formats

Another factor that affects ad viewability is the format of the ad. Ads that are visually appealing and interactive are more likely to be viewed by users. Therefore, advertisers should consider using formats such as video ads or interactive ads to increase their viewability. Additionally, ads that blend in seamlessly with the content of the website are less likely to be blocked by ad blockers, leading to increased viewability.

Mobile Optimization

Mobile devices have become the primary medium for media consumption, with mobile devices accounting for over 70% of internet traffic in the MENA region. Therefore, advertisers must optimize their ads for mobile devices to increase their viewability. This includes creating mobile-friendly ad formats, such as vertical videos, and ensuring that their ads load quickly on mobile devices.

Targeted Advertising

Targeted advertising is a powerful tool for increasing ad viewability and driving long-term ad revenue. By targeting specific audiences based on their demographics, interests, and behavior, advertisers can increase the relevance of their ads and ensure that they are seen by users who are most likely to engage with them. Additionally, targeted advertising can help advertisers optimize their ad spend by showing their ads to users who are most likely to convert.

Ad Blocker Detection

Ad blockers are a significant challenge for advertisers, with over 40% of internet users in the MENA region using ad blockers. To overcome this challenge, advertisers should consider implementing ad blocker detection technology. This technology detects when a user is using an ad blocker and displays a message asking them to disable it. By encouraging users to disable their ad blockers, advertisers can increase their ad viewability and drive long-term ad revenue.

Brand Safety

Brand safety is a critical consideration for advertisers, as it ensures that their ads are displayed on websites that are aligned with their brand values. By ensuring that their ads are displayed on brand-safe websites, advertisers can increase their ad viewability and avoid negative associations with controversial or inappropriate content. Additionally, brand safety can help advertisers build trust with their audience and drive long-term ad revenue.

Transparency

Transparency is essential for building trust with users and driving long-term ad revenue. By providing transparent information about their ad campaigns, including their targeting criteria and ad placement, advertisers can build trust with users and ensure that their ads are seen by users who are most likely to engage with them. Additionally, transparency can help advertisers optimize their ad spend by providing insights into which targeting criteria and ad placements are most effective.

Data Privacy

Data privacy is a critical consideration for advertisers, as it ensures that they are complying with regulations and protecting users’ personal information. By implementing data privacy best practices, such as obtaining user consent for data collection and storage and ensuring that their data is stored securely, advertisers can build trust with users and drive long-term ad revenue.