Beliefnet touts its ability to achieve high viewability in sales pitches. “We let advertisers know we have a technology and it’s something we’re doing something proactively,” Beznoska said.
There’s still a manual component, which Beznoska likes. When he goes into the system, Maxifier will list off potential optimizations, which he can approve or reject.
Beliefnet is working on using that viewability data to inform site redesign and mobile optimization, as well as its overall content strategy. Using the viewability data, it identified 70 low-performing ad units.
Sometimes, poor ad viewability is related to the type of content on the page, or where the traffic is coming from.
“We have a variety of different content types, and it helps us hone in on how long they should be,” Beznoska said. For instance, he can tell if people are clicking through too fast or not scrolling on certain types of content, which can affect viewability.
Beliefnet may choose to pull back in investing in content that drives low-quality traffic, or rework content pages that inadvertently lower viewability, Beznoska said.
Beliefnet believes the way to succeed in a scale-focused digital world is by driving performance for advertisers. And one way to do that is through delivering viewable campaigns.
“You’re seeing in the industry now that the massive scale companies don’t always drive the best performance,” Beznoska said. “We think we’ve cultivated our audience pretty well, and this helps us feel more confident that we are providing a package of advertising above those [viewability] standards for premium clients.”