Independent research commissioned by GroupM media agency Mindshare and client Jaguar found that GroupM’s 100 per cent viewability standard for digital ads delivered a two-fold uplift in brand awareness versus the Media Rating Council (MRC) standard of 50 per cent viewability.
The GroupM viewability standard requires 100 per cent of the pixels of a digital ad being visible as opposed to just 50 per cent of pixels being visible for one second, as per the MRC standard.
The research, conducted by Kantar Millward Brown and MOAT across the Jaguar F-Pace SUV campaign, showed that when the target audience viewed 50 per cent the Jaguar ads on screen for one second, aided brand awareness increased by 5.1 per cent.
In contrast, incremental brand awareness doubled among target audiences who saw the ads 100 per cent in view, with a 10.3 per cent increase in brand awareness.
This is the first time globally that Kantar Millward Brown and MOAT have conducted a study linking brand metrics to viewability.
GroupM worked closely with both partners to set up the tagging and implementation of the campaign to ensure the campaign tracking worked correctly.
Mindshare CEO Katie Rigg-Smith said: “The research provides clear empirical evidence demonstrating the importance of viewability on delivering marketing outcomes for clients – something we have always believed in and championed at Mindshare and GroupM.
“It’s incredibly gratifying to see that the GroupM viewability standard delivers these kind of results.”
Tim Krieger, general manager of communications and PR at Jaguar Land Rover Australia, added: “This independent research clearly shows the link between higher viewability standards and tangible uplift in brand health.
“We will be using the learnings from this work to help inform our digital planning moving forward.”
Jonah Goodhart, CEO of MOAT, said: “We were thrilled to partner with Jaguar, Mindshare Australia and Kantar Millward Brown to demonstrate the power of leveraging the right attention metrics to drive brand equity lift.”