{"id":11766,"date":"2024-11-05T10:14:51","date_gmt":"2024-11-05T09:14:51","guid":{"rendered":"https:\/\/refinery89.com\/?p=11766"},"modified":"2026-02-13T11:15:53","modified_gmt":"2026-02-13T10:15:53","slug":"viewability-for-publishers","status":"publish","type":"post","link":"https:\/\/refinery89.com\/pt\/viewability-for-publishers\/","title":{"rendered":"O que \u00e9 Ad Viewability e por que isso \u00e9 importante para os Publishers"},"content":{"rendered":"<p>Nossa saga de m\u00e9tricas-que-voc\u00ea-deveria-saber-de-cor continua e hoje vamos falar sobre viewability! <em>you-should-know-by-heart saga<\/em> continues and today we are talking ad viewability!<\/p>\n<p>Did you know that by having awful ad viewability your CPMs go to hell? Okay maybe not that dramatic, but you get the point!<\/p>\n<p>Vem com a gente entender mais sobre essa m\u00e9trica super importante e como otimiz\u00e1-la. Ningu\u00e9m vai perder receita enquanto estivermos por aqui!<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h2><strong>O que \u00e9 viewability?<\/strong><\/h2>\n<p><iframe title=\"Reprodutor de v\u00eddeo do YouTube\" src=\"https:\/\/www.youtube.com\/embed\/istDYHTjOsE?si=o4xcMmkeVJxqBX8g\" width=\"900\" height=\"532\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\"><\/span><\/iframe><\/p>\n<p>Viewability \u00e9 uma m\u00e9trica usada para medir se um an\u00fancio realmente foi visto. O an\u00fancio precisa ser visualizado corretamente para causar impacto.<\/p>\n<p>De todas as impress\u00f5es que seus an\u00fancios t\u00eam, a taxa de viewability considera apenas aquelas que foram realmente visualizadas, com base em alguns padr\u00f5es. Segundo os padr\u00f5es da IAB, uma impress\u00e3o s\u00f3 \u00e9 considerada vis\u00edvel se cumprir estes requisitos:<\/p>\n<ul>\n<li>O an\u00fancio deve estar pelo menos 50% vis\u00edvel na tela por pelo menos um segundo;<\/li>\n<\/ul>\n<ul>\n<li>Se o an\u00fancio tiver mais de 242.000 px, pelo menos 30% dele deve estar vis\u00edvel;<\/li>\n<li>An\u00fancios em v\u00eddeo tamb\u00e9m precisam estar vis\u00edveis por no m\u00ednimo dois segundos.<\/li>\n<\/ul>\n<h2><strong><br \/>\nPor que a viewability \u00e9 importante?<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>A resposta \u00e9 simples: viewability importa (e muito!) porque impacta diretamente na sua receita de an\u00fancios.<\/p>\n<p>Uma alta taxa de viewability significa um invent\u00e1rio de an\u00fancios mais valioso, que os anunciantes querem aproveitar. Eles buscam sites com alta viewability porque isso gera mais ROI (retorno sobre investimento) e mais convers\u00f5es. Al\u00e9m disso, se sua viewability for boa, voc\u00ea como publisher pode cobrar CPMs mais altos.<\/p>\n<p>De acordo com o relat\u00f3rio do <a href=\"https:\/\/support.google.com\/admanager\/answer\/4524488?hl=en\">Google\u2019s report on performance: Overview of Viewability and Active View<\/a>otimizar as impress\u00f5es vis\u00edveis do seu site ajuda os anunciantes a comprar mais invent\u00e1rio na Rede de Display do Google, mostra quais \u00e1reas do site t\u00eam boa ou m\u00e1 viewability (pra voc\u00ea focar nos pontos certos) e ajuda a prever a chance de um an\u00fancio ser clicado.<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h2><strong>Como melhorar a viewability dos an\u00fancios?<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p><strong>Posicione os an\u00fancios de forma inteligente no seu site:<\/strong>\u00a0 Encontre os pontos mais vis\u00edveis da p\u00e1gina, como logo ap\u00f3s o primeiro par\u00e1grafo de um artigo. <a href=\"https:\/\/refinery89.com\/pt\/4-estrategias-de-posicionamento-de-anuncios-para-maximizar-a-receita\/\">Veja as dicas do nosso especialista em AdOps para posicionar os an\u00fancios estrategicamente e aumentar a viewability.<\/a><\/p>\n<p><strong>Use os formatos de an\u00fancio certos: <\/strong>Prefira formatos de alto valor, como rich media ou banners fixos (sticky ads) que permanecem vis\u00edveis mesmo quando o usu\u00e1rio rola a p\u00e1gina. Escolha tipos e tamanhos de an\u00fancios que n\u00e3o atrapalhem a experi\u00eancia do usu\u00e1rio. <a href=\"https:\/\/refinery89.com\/pt\/ad-formats-basics\/\">D\u00e1 uma olhada no nosso guia de formatos de an\u00fancio para descobrir os ideais pro seu site!<\/a><\/p>\n<p><strong>Improve your ad&#8217;s loading speed: <\/strong>Lat\u00eancia de an\u00fancios prejudica tanto a performance do site quanto sua viewability e receita. Quanto mais lento seu site, mais r\u00e1pido o usu\u00e1rio vai sair \u2014 e a\u00ed j\u00e1 era a impress\u00e3o. Uma das nossas t\u00e9cnicas favoritas aqui na Refinery89 \u00e9 o <a href=\"https:\/\/refinery89.com\/pt\/lazy-loading-in-programmatic-advertising\/\">O Lazy Loading<\/a> , que carrega os an\u00fancios s\u00f3 quando eles estiverem prestes a aparecer na tela. \u00d3timo para n\u00e3o comprometer os Core Web Vitals do seu site!<\/p>\n<p><strong>Encontre um parceiro de AdTech: <\/strong>Tenha um parceiro que analise seu site de ponta a ponta. Como tamb\u00e9m somos publishers, a gente entende bem do assunto. Os especialistas da Refinery89 est\u00e3o prontos pra dar aquela for\u00e7a e implementar os melhores formatos pro seu p\u00fablico!<\/p>\n<p>\ud83d\udca1 Leitura recomendada: <a href=\"https:\/\/support.google.com\/admanager\/answer\/6199883?hl=en\">Melhores pr\u00e1ticas de viewability \u2013 Ajuda do Google Ad Manager<\/a><\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Qual \u00e9 a forma mais f\u00e1cil de medir viewability?<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>A gente at\u00e9 parece disco riscado, mas a maneira mais pr\u00e1tica de acompanhar suas m\u00e9tricas de monetiza\u00e7\u00e3o \u00e9 com o <a href=\"https:\/\/publisher.refinery89.com\/\" target=\"_blank\" rel=\"noopener\">Painel do Publisher da Refinery89<\/a>!<\/p>\n<p>Na aba \"Receita\", voc\u00ea encontra sua taxa de viewability junto com outras m\u00e9tricas essenciais para melhorar sua estrat\u00e9gia de an\u00fancios. Tente manter esse \u00edndice acima de 70% \u2014 isso vai fazer voc\u00ea brilhar na frente dos anunciantes!<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h2><strong>Caso da vida real<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Melhorar a viewability pode mudar sua vida (literalmente). D\u00e1 uma olhada no Mercedes-Benz passion Blog , o site n\u00famero 1 para f\u00e3s da Mercedes-Benz, que queria otimizar o posicionamento de an\u00fancios na p\u00e1gina. Nossa equipe de AdOps entrou em a\u00e7\u00e3o, implementando novos formatos de alto valor e posicionando os an\u00fancios em locais mais estrat\u00e9gicos.\n\nO resultado? Um aumento insano de 130% na receita de an\u00fancios!<\/p>\n<p><a href=\"https:\/\/refinery89.com\/pt\/mbpassion-de-success-story-refinery89\/\">Confira a hist\u00f3ria de sucesso completa e veja todos os detalhes!<\/a><\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h2><strong>Comece a melhorar sua viewability hoje!<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Voc\u00ea pode ter todo o tr\u00e1fego do mundo, mas se n\u00e3o cumprir os padr\u00f5es de viewability, oferecer uma m\u00e1 experi\u00eancia de usu\u00e1rio e tiver lat\u00eancia nos an\u00fancios, j\u00e1 era.<\/p>\n<p>Mas fica tranquilo, voc\u00ea pode contar com a gente!<a href=\"https:\/\/refinery89.com\/pt\/comecar-otimizar-receita-de-anuncios\/\"> Fala com os especialistas da Refinery89 e vamos juntos melhorar sua viewability.<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Our metrics you-should-know-by-heart saga continues and today we are talking ad viewability! Did you know that by having awful ad viewability your CPMs go to hell? Okay maybe not that dramatic, but you get the point! Follow along to learn more about this ultra important metric and what can you do to optimize it. No [&hellip;]<\/p>\n","protected":false},"author":19,"featured_media":11767,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[131,22,20],"tags":[26,256,24,72,261],"class_list":["post-11766","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-company-news","category-news","category-refinery-academy","tag-ad-monetization","tag-ads","tag-programmatic-advertising","tag-publishers","tag-viewability"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What is Ad Viewability and why is it important for Publishers | Refinery89<\/title>\n<meta name=\"description\" content=\"Viewability is an important metric that tells how viewable an ad is. 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