Over the course of 2015, IPG Media Lab, Integral Ad Science and Cadreon partnered to undertake a large-scale research study, the 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.
The Integral Ad Science Q3 2015 UK Media Quality Report highlights the current state of media quality in online advertising, presenting an analysis of trends in viewability, online brand safety risk and ad fraud.
Wearables, such as the recently released Apple Watch, offer an opportunity for brands to reach audiences in a personalized way, offering true one-to-one marketing. While the industry is still in beta for wearables, there are factors that can be examined during these early stages to prepare for when this new opportunity is ready to be fully embraced.