Programmatic helps the open internet to flourish. But that does not mean, any publisher can grow frequently if they adopt programmatic selling. As we have advised, being in a media business requires you to cater to the attention of the buyers (advertisers) and readers (users). If you concentrate too much on your revenue, you’re going to wind up losing in the long term.
Delivering a better user experience when running ads is a question that never gets one response. There are numerous ways a publisher can pursue to begin optimizing revenue and expertise.
We bet you have heard about it before and it is time to describe what is it and whether it’s perfect for you or not.
Paradoxically, lazy loading does the reverse to your website — it empowers your pages to load quicker. How? By loading the components (pictures, ads, and iframes) of the pages just when users scroll them into in-view. Lazy loading is not fresh and publishers have been lazy loading pictures for ages. The same technique has been applied to ads on the page to capitalize on the advantages offered by lazy loading.
What are the advantages?
As ads are only loaded when they’re going to be in-view, first page load time will be quick and the consumer would experience faster page loads and lesser CPU usage.
When you are simply loading ads when they’re most likely to be viewed by a consumer, ad viewability increases and so do the CTR. As an example, ads which are down below the page will not be loaded and in actuality, your ad server will not be called to record an impression. As CTR is the proportion of clicks/impressions, a drop in impression will pump up the CTR.
To summarize, your customers will experience faster page loads and ad viewability and CTR increases also. Therefore, it’s all great. Why publishers are not just implementing it?
Good question, there is a catch.
If you read the advantages again, you will notice that we have mentioned that lazy loading ads will increase the CTR as the overall impressions will decrease. And, you, a publisher is compensated based on a CPM model. To put it differently, per 1000 impressions delivered.
Most ad servers such as Google Ad Manager (the one with the greatest ad server market share), counts an impression when an ad is requested and ad creative starts to download on the consumer’s device.
It waits for the creative to send an impression request, but it will not await the creative to download entirely or the ad to be in-view.
So, if you’re a Google Ad Manager user, your impression count will decrease markedly in the event you implement lazy loading for the first time.
Why? Until now, your ad server has been counting impressions for all of the ads on the page whether or not they are in-view or not. All it requires is a request. However, when you enable lazy loading, ads which are not in-view will not be requested in the first place and so, your ad server would not count them.
Many DSPs, self-serve platforms make it possible for advertisers to bid and pay just for the viewable impressions (at least 50 percent of the pixels must be in-view for a second). Google DV360 and Google Ads both provide vCPM bidding strategies. Consequently, if buyers were paying you for viewable impressions, the abrupt reduction in impressions wouldn’t impact your revenue. But the issue is, you can not actually confirm it is truly the case.
From our experience, advertisers believe viewability while bidding for impressions, but not many bids only for viewable impressions.
If you implement lazy loading?
It depends and you can only know whether it’s perfect for you or not by experimentation. Let’s start the procedure.
Before implementing, begin with a simple question — why you’re implementing lazy loading?
If you are planning to attempt lazy loading ads to enhance viewability and CTR, you need to think about implementing it. Let’s say your average viewability is under 50% (across the website ), then if you’re able to improve it by only 20% to 30%, your ordinary eCPM will probably increase.
You will deliver lower impressions, but you would not find a strong decline in revenue since the eCPM lift will neutralize the negative effect of decreased impressions. Most of all, your target will be achieved.
We want to provide a heads up though. Analyze your consumer engagement on the webpage including scroll-depth, search-engine length, and consumer movement. If your customers are scrolling faster, lazy-loaded ads would not get an opportunity to stay in-view whatsoever. In the end, your viewability would not be improved much.
One approach to address this problem is by making rules. You can make the ad requests once the ad is 400 px to 600 px in the browser view-port. If your users are only skimming, it is far better to load the ads nicely before (800 px).
The best method is to perform A/B split testing. You can direct 1 set of your traffic to pages without lazy loading and another set to webpages with lazy loading and gauge the results. What is the effect on viewability, pages per session, impressions, and more?
If idle loading functions, then you may try unique rules as we mentioned previously.
Takeaway: Do lazy loading if your website’s viewability is under 50% and try to increase it. Lazy loading alone can not raise your viewability/eCPM when you have other issues. And, it is sometimes better not to lazy load.
Case #2: To better consumer experience
If your pages are too slow and customers are bouncing off for this, then you’ve got to first think about the positive effect of lazy loading on the webpage speed. There is no question that lazy loading increases page rate, but how much impact it can have requires you to perform analysis
You can use Google’s LightSpeed Insights instrument to conduct an audit and find out what is going to be the effects of lazy loading.
Usually, if your page has many graphics and ads, then you will likely to find an adequate lift. If not, it’ll be very minimal. Have you made a decision to implement lazy loading?
Then, like case #1, you have to set KPIs and measure how they’re affected after you employ lazy loading. User experience is measured by page views, session behavior, and task achievement (what you want your readers to do — register, see more pages, etc).
Where are with Chrome’s Native lazy-loading for the Internet?
If you do not know yet, Google intends to bring native lazy loading to the Chrome users (other browsers might even follow suit) by adding a new feature. Dubbed as”loading”, you may use it to tell the browser whether to idle load pictures or not.
This has not been published, but users can allow this feature using Chrome flags. Chrome says it’ll test and roll out the attribute. What happens when Chrome rolls out and the way to manage the header bidding complication is for another article. The point is that Chrome will enable lazy loading to enhance the user experience.
And, to avoid any complications publishers are advised to place the loading feature to”eager” to bypass ifraframesm lazy loading. Again, you do not need to think about it now.
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