When an ad should be counted as “viewable” and what impact different levels of viewability have are highly debated topics. These debates however have not benefited from a scientific perspective on the role viewability plays in actual ad effectiveness. In this session, the IPG Media Lab explores the relationship between the role of viewability and branding impact across a range of ad formats, including some never before presented insights on social video in a mobile environment.
26. ADS THAT EXCEED THE STANDARD
END UP HAVING THE GREATEST
IMPACT.
VIEWABILITY IS IMPORTANT,
BUT IS NOT THE END-ALL-BE-
ALL. IT ISN’T A KPI.
SO…
WHILE WE CAN’T COMPLETELY
CONTROL VIEWABILITY, WE CAN
CONTROL THE CREATIVE &
WHERE IT RUNS.
Logo: 63% bigger impact and contributes to stronger impact as soon as MRC viewability standard is met
Audio On: 3x impact for ads under the MRC viewability standard
Low Ad Clutter: Greater share of view has impact after 1 second in view. 200% bigger impact once time in view exceeds 1 second