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  1. Home
  2. | News
  3. | France | Pubdigitale: How does viewability impact ad attention and effectiveness?
July 12, 2016 by IAS Team

France | Pubdigitale: How does viewability impact ad attention and effectiveness?

July 12, 2016 – IPG Mediabrands and Integral Ad Science has published in France their white paper about ad viewability and attention.

“IPG Mediabrands (Initiatives, UM, Cadreon) et Integral Ad Science publient aujourd’hui en France leur livre blanc « Visibilité et attention publicitaire ». Cette étude, menée auprès d’un panel représentatif de près de 10 000 internautes américains, mesure l’efficacité publicitaire en croisant 8 variables : la durée de visibilité, la surface d’exposition à la publicité, le format publicitaire, le secteur d’activité de la marque, l’emplacement du logo, la présence de son, l’encombrement publicitaire et son contexte.

L’objectif de ce travail? Apporter des éléments de réflexion concrets sur des questions récurrentes relatives à l’impact de la visibilité sur l’efficacité publicitaire.”

The full article can be read here.

The full report can be found here.

Posted on July 12, 2016
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