Seeking the Moment of Ad Impact

Nathalie Bordes – Senior Director, Emerging Channels Research, ESPN

Dr. Duane Varan, Ph.D. – CEO, MediaScience


This study used eye tracking to pinpoint the moment of ad exposure.

Viewability, an MRC standard, can be defined as “Is my ad in a prominent place so it can be seen by my targeted audience?”

Do desktop and mobile impressions require different exposures to be “seen”?

Controlled exposure, time to see, how quickly eye gaze intersects with the ad, how quickly visual fixation occurs, and memory are all affected at different exposure times. Each image was on screen for intervals between 500 and 4,000 milliseconds, or eight thresholds.

How is memory impacted by the different thresholds for exposure?

  • The eye gaze occurred at the .5 second mark.
  • It was present for both scrolling and static exposure.

Mobile scrolling produced higher results than the PC.

  • Even at .5 second, there is 36% recall.
  • At 4 seconds, there is 80% recall.


  • Mobile doesn’t require longer exposure time. Mobile actually requires less. Scrolling ad environments also do not need more exposure.
  • Ad recall already happens at .5 seconds.
  • There is a real ongoing need for further dialogue (time threshold)
  • How does creative play into this? Creative is crucial for ad impact, but not necessarily for the gaze or fixation.


See all 5 Cups articles.

Consumer Neuroscience Update: An Increasingly Integrated Industry Outlook

On October 28th, the ARF and leaders from Nielsen’s Consumer Neuroscience practice present an exclusive, member only session that will provide an update on trends in the consumer neuroscience industry.

As the field of consumer neuroscience grows in size and matures in sophistication,
many exciting forms of integration are taking place. It is evidenced by early signs
of economic consolidation, such as Nielsen’s recent acquisition of Innerscope Research. A parallel trend towards integration of methodologies is illustrated by new multimodal products for advertising assessment that combine neurometric, biometric, eye-tracking, facial coding, and self-report, to provide unprecedented diagnostic richness. Finally, emerging examples of the integration of neuroscience results with unique in-market data are yielding new evidence for the validity of using neuroscience-based observations to predict marketplace outcomes.

Mark Loughney – VP, Research, Turner
Carl Marci, MD – Chief Neuroscientist, EVP Sales & Marketing, Nielsen
Michael Smith, PhD – VP, Consumer Neuroscience Solutions, Nielsen
Dr. Horst Stipp – EVP, Research & Innovation: Global & Ad Effectiveness, The ARF
Joe Willke – President, Nielsen Consumer Neuroscience

Join us at this Thought Leader Event to:

  • Review recent neuromarketing trends
  • Provide a unique opportunity to discuss their implications
  • Help advance the use of neuroscience to improve consumer insights.