A new research study from Interpublic forum ( IPG ) and web Ad Science , concluded that " in - view " does not mean an ad is effective , rather time consuming is a better indicator of ad effectiveness . This finding would 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 formats 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.