Cadreon Partners with IPG Media Lab and Integral Ad Science for Viewability Study
The IPG Media Lab, Integral Ad Science and Cadreon have collectively produced a first of its kind large-scale research study 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
Read or download the Viewability materials: