vCPM bidding: a beneficial rate structure for advertisers

When it introduced viewable CPM (vCPM) bidding in 2013, Google gave advertisers the ability to pay only for viewable impressions. Starting now, this pricing method will become the default option in all CPM campaigns. Existing CPM campaigns will be automatically converted.

Les enchères au vCPM
Lou Bielser
Posted by Lou Bielser
on 09/02/2016

From CPM to vCPM bidding

When it introduced viewable CPM (vCPM) bidding in 2013, Google gave advertisers the ability to pay only for viewable impressions. Starting now, this pricing method will become the default option in all CPM campaigns. Existing CPM campaigns will be automatically converted.

Main changes

  • All CPM campaigns are being upgraded to the vCPM pricing system
  • Capping also takes into account viewability standards
  • New metrics are being introduced to integrate visible views

Viewable impressions guaranteed

For advertisers, the viewability of their ads is of utmost importance, yet according to a Google study, 56% of display ads and video ads are not seen because – among other reasons – they are located below the fold. So until now, there was no guarantee that the billed impressions were actually seen by your target.

What makes a view visible?

A view is considered to be visible when at least 50% of the ad appears on the screen for at least 1 second for display ads and 2 seconds for video ads (click here to test the viewability principle for Display ads). This standard was defined by the IAB (Interactive Advertising Bureau) and MRC (Media Ratings Council) based on measures determining whether an advertisement is likely to be seen or not (viewability).

Benefits for the advertiser

Clearly, the profitability of media investments and reliability of data collected are core concerns for advertisers. We believe that the introduction of vCPM is a real response to these issues.

Indeed, thanks to the introduction of the viewability metric on the Google Display Network, you are guaranteed to pay only for viewable impressions and give your branding campaigns the best possible visual impact.

Posted in : Google AdWords | SEA

Let's get in touch





Newsletter

Subscribe to our newsletter (in french only).