A new viewability study from Interpublic Group (IPG) and Integral Ad Science, concluded that "in-view" does not mean an ad is effective, rather time spent is a better indicator of ad effectiveness. The study, which was conducted in the United States between September 2011 to January 2012, found that viewers spend more than twice as much time watching ads on mobile devices compared with those who watch them on traditional The study also found differences between ad formats, for example, videos only 75% in-view still had a greater impact than display ads showing the same.
A new viewability study from Interpublic Group (IPG) and Integral Ad Science, concluded that "in-view" does not mean an ad is effective, rather time spent is a better indicator of ad effectiveness. This finding could have a significant impact on the industry, which measures an ad based on the percentage of pixels in-view as defined by standards set by the Media Rating Council. The study also found differences between ad formats, for example, videos only 75% in-view still had a greater impact than display ads showing the same.