Advertisers don’t want to pay for advertisement placements that people don’t see. An ad loaded doesn’t necessarily equal an ad viewed, the publishers and advertisers have caught on to this and are naturally shifting towards valuing ‘viewable’ ads rather than served impressions. VG has been working on improving the percentage of ads viewable on our website, we are now guaranteeing a minimum of 70% viewability of ads on vg.no.
At VG we have been experimenting with offering location based advertisements in our VG app.
The goal is to deliver relevant advertisements to the the users at the right time and in the right place. Smartphones have provided the opportunity to serve more relevant information based on a users current physical location or locations they have previously visited.