Viewability Correlates to Ad Effectiveness, but Time-In-View Better Predictor of Ad Recall
Integral and Cadreon recently completed a study to determine if a “viewable” ad is an effective ad.
The study concluded that in-view ads are more effective overall than ads that don’t fall into the MRC viewability standard of 50% in view for at least one second. However, they also discovered that the “time-in-view” was a better predictor of effectiveness of ad recall.
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