How long is long enough for a digital ad to be considered “viewable” by consumers? David Gunzerath of the Media Rating Council’s overview of digital ad viewability, given at the ARF’s Leadership Lab in the fall of 2015, explains how the MRC developed its minimum standard of 50% of pixels on screen for at least one second for display ads and two seconds on screen for video ads.
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To better understand how viewers consume digital video and the implications for brand impact, a Nielsen study, commission by YouTube, evaluated three social platforms and You Tube, using three different methods. Among the findings: attention to ads on YouTube contributed to 45% higher ad recall compared to other social media platforms.
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Forecasts show that native is expected to be 74% of total digital ad spending by 2021. A joint Nielsen-Yahoo! study yielded a list of ten best practices for native ads’ creative, such as the importance of images and logos, the need for transparency via labeling, and using shorter video lengths.
Relevant key performance indicators (KPIs) have become increasingly important over the last decade for evaluating the impact of marketing and media spending. Today, numerous companies offer products that measure “ROI” and “lift,” But, for many, it is difficult to differentiate them. This prompted the Online-Offline Metrics Working Group of the ARF’s Cross-Platform Measurement Council to create: The Guide to Lift and ROI Measurement Products. This comprehensive report highlights the product offerings of 27 companies in the space.
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