This research report is a joint effort by IPG Media Lab, Integral Ad Science and Cadreon.
Today, the IPG Media Lab, Integral Ad Science and Cadreon release their joint large-scale research study, first of its kind, on viewability. With the goal of quantifying the relationship between viewability and brand metrics, the research involved nearly 10,000 participants, looking at 189 different ad scenarios. Although the study was not meant to rewrite existing standards, the findings serve as a guide to advertisers and publishers alike regarding how best to make ads more effective given viewability standards.
Key takeaways include:
– Viewability is strongly related to ad effectiveness. As viewability increases, so does consumer attention and ad recall.
– Ads that exceed the MRC standard have 16%+ recall as opposed to ads that meet the standard, which have 2% recall.
– Ad exposure time influences ad effectiveness more than % in view.
– Viewability is important, but it is not the be-all and end-all. It should not be a KPI.