Ad Viewability Has Nothing To Do With Effectiveness: Kargo

Eyes of technologies in the futuristic
Edward Pollitt
By Edward Pollitt
SHARE
THIS



Although the viewability of an online ad impacts how it is priced, research suggests it has little to do with overall effectiveness.

The study, conducted by mobile advertising company Kargo, compared the effectiveness of in-app, desktop, social and mobile web ads using eye-tracking technology.

Effectiveness was measured by recording eye movements throughout the entire end-to-end experience, as the user engaged with each respective platform.

It found in-app ads, in the form of gaming banners, had the lowest effectiveness (1.3 per cent), despite having 90 per cent viewability.

This meant that almost 98.5 per cent of the time the ad was ‘in-view’, it was not being looked at.

Desktop also had a relatively poor viewability to effectiveness ratio, according to the research.

While being in-view around 80 per cent of the time, a sidebar ad had the effectiveness of two per cent.

Using Instagram as the test platform, social ads performed far stronger than in-app and desktop.

Although viewability was relatively low (50 per cent) due to the extended session lengths and higher number of total ads being served, effectiveness was still 10.8 per cent.

In-article ads made for mobile web also had an effectiveness of 10.8 per cent, despite having a similarly low viewability of 50 per cent.

As well as testing effectiveness, the Kargo research also tested the ad recall of each format.

Mobile web (29 per cent) and social (20 per cent) again performed better than in-app (11 per cent) and desktop (three per cent).

Why it matters

Kargo argues that optimising ads based purely on visibility “will likely result in lost opportunity for marketers”.

And while the research shows that specific platforms have an impact on the effectiveness of an ad, the design of the ad is also an important factor.

“The fragmentation of today’s media landscape has created a rift in consumers’ consumption habits — where consumers’ attention is no longer owed but in fact must be earned,” Kargo says.

“In order for brands to break through in today’s attention economy, it takes nothing short of “thumb-stopping” creative for marketers to garner recognition and appreciation.”

 

Please login with linkedin to comment

effectiveness kargo viewability

Latest News

Leadership, Humanity, Technology – The Sweet Spot
  • Media
  • Technology

Leadership, Humanity, Technology – The Sweet Spot

The SingularityU Australia Executive Program will take place this may, celebrating leadership at the intersection of the values of humanity and the value of technology. The Elon Musks, Apples and Xeros of the world are taking risks for humanity and creating new  technologies that streamline and beautify business operations. They simplify life by providing basic […]

Recommended

by B&T Magazine

B&T Magazine
OMD Alumnus Launches Specialist Media Agency For The Franchise Sector; TFM Digital
  • Marketing

OMD Alumnus Launches Specialist Media Agency For The Franchise Sector; TFM Digital

Brisbane media professional and former OMD Australia Account Director Taylor Fielding (pictured) has officially launched TFM Digital. TFM Digital is a specialist media agency based in Newstead which primarily provides media buying services, and strategy development, to businesses chiefly, but not exclusively, within the franchise sector. Prior to the launch of TFM Digital, Fielding spent […]

FutureFeed Appoints Five By Five For Global Launch
  • Media

FutureFeed Appoints Five By Five For Global Launch

Launch marketing specialists Five by Five Global have been appointed by FutureFeed to develop their brand, international certification trademark and go to market strategy. The innovative livestock feed ingredient developed by CSIRO, Meat and Livestock Australian and James Cook University uses a specific genus of seaweed, Asparagopsis, which significantly reduces methane emissions in ruminant livestock. […]

SKMG’s Andrew Knowles Snares B&T’s 30 Under 30 For PR
  • Marketing

SKMG’s Andrew Knowles Snares B&T’s 30 Under 30 For PR

Andrew Knowles, partner and co-founder of the corporate communications consultancy Shoebridge Knowles Media Group (SKMG), has won the PR category in the 2021 B&T 30 Under 30 Awards. Knowles received the award at a ceremony in Sydney last night, claiming victory in a highly competitive field that included leading executives from some of Australia’s biggest […]

MELBOURNE, AUSTRALIA - APRIL 14: Jack Viney of the Demons and Mitch Wallis of the Bulldogs pose for a photo during the Theragun & AFL Partnership announcement at AFL House on April 14, 2021 in Melbourne, Australia. (Photo by Dylan Burns/AFL Photos)
  • Marketing

AFL Names Therabody As Its Official Recovery Partner

The AFL is delighted to welcome Therabody as its Official Recovery Partner of the 2021 Toyota AFL Premiership Season. Therabody’s industry-leading devices and research will be integrated into pre-match training and post-match recovery routines to help prevent injuries and help improve overall athletic performance. Therabody will also become the naming partner for the end-of-season AFL […]