What Is Viewability Rate?

Viewability rate measures how many of your digital ads were actually seen by users. An ad is considered “viewable” when at least 50% of its pixels are visible on-screen for one continuous second (for display) or two seconds for video. This metric helps advertisers understand if their impressions have the opportunity to make an impact, not just serve in the background of a webpage or app.

Why It Matters in Advertising

For performance-focused marketers, viewability rate is a core indicator of campaign quality and media effectiveness. A high viewability rate means your ads are reaching audiences in meaningful, visible placements, improving engagement, recall, and ROI. Low viewability, on the other hand, can signal wasted spend or poor placement quality. Tracking and optimizing this rate ensures your budget goes toward impressions that truly count.

How to Calculate Viewability Rate

Viewability rate is calculated by dividing the number of viewable impressions by the total number of measured impressions, then multiplying by 100.

Formula:

Viewability Rate = (Viewable Impressions ÷ Measured Impressions) × 100

What Is a Good Viewability Rate?

Industry benchmarks vary, but generally, display ads with a 70%+ viewability rate and video ads with an 80%+ rate are considered strong. However, the “right” number depends on your channels, formats, and targeting strategy.

At Agility, we use purpose-built tactics to help clients consistently improve viewability across CTV, display, and mobile, ensuring every impression works harder for your brand.