Driving Outcomes with Viewability

Exploring how in-view advertisements fuel incremental sales

Viewability is perhaps the most basic requirement for marketers. It’s the starting point that leads to analysing time-in-view, providing key insight on what captures consumers’ attention.

But when it comes to fueling sales, how crucial is consumer engagement? And is there a way for marketers to optimise digital ad campaigns for amplified attention?

IAS partnered with Catalina to drive sales for a major CPG brand using display ads in both mobile and desktop environments. In this study, we used a test versus control methodology to understand how viewability and time-in-view impact return on ad spend (ROAS) and sales lift.

Here’s a quick look at what we found:

– 3.3%: Sales lift in the exposed test group rose 3.3% from the unexposed control group sales

– 74%: of incremental sales from the exposed test campaign were driven by the in-view audience

– 180%: ROAS tripled for the in-view group when comparing in-view vs. not in-view

When it comes to maximising sales lift, attention is everything. Download Driving Outcomes with Viewability to learn how time-in-view drives consumer attention — leading you to better outcomes.