{"id":300660,"date":"2016-10-13T04:00:00","date_gmt":"2016-10-13T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/viewability-ad-effectiveness-publishers-need-know\/"},"modified":"2025-03-17T08:10:32","modified_gmt":"2025-03-17T08:10:32","slug":"viewability-ad-effectiveness-publishers-need-know","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/viewability-ad-effectiveness-publishers-need-know\/","title":{"rendered":"Viewability and ad effectiveness: what publishers need to know"},"content":{"rendered":"

The concept of when an ad should be counted as \u201cviewable,\u201d which levels of viewability have an impact on users (and to what extent), and how to pay for these varying levels has been hotly debated in the digital ecosystem.<\/span><\/span><\/span><\/span><\/p>\n

Viewability may sound like an arbitrary metric, or just something that\u2019s better than nothing, but in reality it\u2019s one piece of a very large puzzle. Advertisers want to make sure their money was well spent and that they drove real results with their digital ads.<\/p>\n

While we know that viewability is important \u2013 after all, if the ad doesn\u2019t have the chance to be seen, then that\u2019s truly a wasted impression \u2013 we had yet to see the scientific correlation with actual ad effectiveness measures. That\u2019s why we partnered with the IPG Media Lab and Cadreon to conduct a large-scale scientific research study, to quantify the relationship between viewability and brand metrics. This research also investigated other optimisation scenarios that could help elevate the impact of ads at lower levels of viewability. Although the study is not meant to rewrite existing standards, it serves as a guide to advertisers and publishers alike regarding how best to make ads more effective given viewability standards. You can access the full report here<\/a>. Here are the key insights we gleamed:<\/p>\n

Viewability is highly related to ad effectiveness<\/strong>. As viewability increases, so does consumer attention and ad recall.<\/p>\n

Time in-view is king<\/strong>. When it comes to moving the dial on ad effectiveness, the number of pixels in-view is not the driving factor. It\u2019s how long consumers see the ad.<\/p>\n

What actions should you take?<\/strong><\/p>\n