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Betekenis SEO-term vertoningen

Vertoningen

Binnen de online marketing spreken we vaak over het begrip ‘vertoningen’. Een vertoning is het aantal keer dat een advertentie wordt bekeken. Dit kan zowel een banner als een zoekmachineadvertentie zijn. Zodra iemand de advertentie ziet, spreken we van een vertoning. Helaas wilt dit niet altijd zeggen dat de gebruiker je advertentie ook daadwerkelijk opmerkt maar de advertentie is in principe altijd zichtbaar.

In theorie spreken we bij een vertoning ook van een impressie maar dit is niet altijd het geval.

Wat is een impressie?

Een impressie of in het Engels ‘impression’ staat voor het aantal keer dat een advertentie laadt vanuit een advertentienetwerk of een zoekmachineadvertentie in de zoekresultaten. Je advertentie wordt aangeboden aan een gebruiker. Bij een zoekadvertentie betekent dit in dat je advertentie getriggerd wordt wanneer een gebruiker een bepaalde zoekterm intypt. Bij een displayadvertentie betekent dit dat je advertentie wordt getriggerd op een bepaalde website. Maar dit wil natuurlijk niet zeggen dat wanneer ze je advertentie opvragen op een server dat de gebruikers de advertentie zien.

Een vertoning is niet altijd een impressie

Er zijn een aantal redenen waarom een vertoning niet altijd een impressie is.

De laadsnelheid van de advertentie is te traag

Dit is één van de belangrijkste redenen waarom een impressie zich niet verder ontwikkelt tot een vertoning. Een gebruiker klikt op een bepaalde webpagina. Hierna krijgt de advertentieserver een signaal om de advertentie te tonen maar de advertentie krijgt van de gebruiker niet genoeg tijd om zichtbaar te worden. Dit gebeurt voornamelijk bij displayadvertenties.

De advertentie heeft een andere positie dan de gebruiker

Deze reden komt vooral bij lange scroll bars voor. De advertentie wordt bijvoorbeeld net onder de fold weergegeven maar de gebruiker in kwestie scrolt niet verder naar beneden. Maar het kan ook andersom: de gebruiker scrolt naar beneden terwijl de advertentie nu pas boven de fold zichtbaar wordt. Bij deze situatie speelt natuurlijk ook de trage laadsnelheid een rol.

De advertentie wordt in roulatie aangeboden maar niet vertoond

Tot op de dag van vandaag verkoopt men nog steeds banners die in roulatie draaien op een webpagina. Na enkele seconden wisselt de ene advertentie met de andere af. Hierdoor verschilt het per uitgever of de advertentie wordt meegeteld in het aantal impressies of vertoningen.

De gebruiker maakt gebruik van een anti-advertising software

Sommige gebruikers willen liever geen advertenties zien. Daarom gebruiken ze een bepaalde anti-advertising software zoals Adblock. De advertentie wordt wel getriggerd maar ze is niet zichtbaar voor de gebruiker.

Mobiel adverteren

Zijn je advertenties geschikt om mobiel te adverteren? Ja? Dit is een belangrijke vraag omdat heel wat advertenties vooral mobiel bekeken worden. Het hangt natuurlijk ook af van de website waarop je adverteert. Indien je advertenties goed weergegeven worden in de responsive mode dan kan dit leiden tot impressies zonder vertoningen.

Ontdek meer SEO-termen!

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Andere interessante onderwerpen

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Speel de SEO quiz

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Mis niets over online marketing!

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Vraag hier je gratis SEO-analyse aan!

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