Digital adverts in-view for at least one continuous second provide a 180 per cent lift in incremental ROAS compared to ads that users view for less than a second.
The findings come from a new report by Integral Ad Science and shopper intelligence company Catalina, which looked at ads from a major CPG brand across mobile and desktop environments with test group of more than 14.6 million anonymised households.
The report also found that ads in view for three to 10 seconds outperformed both shorter and longer time-in-view rates with an incremental index of 118.
“While viewability is an important metric, metrics such as time in view can be even more precise indicators of attention and outcomes. What is powerful with this study is we see a clear link between time in view and in-store sales: a direct impact on better outcomes. By partnering with measurement companies like Catalina, we can better understand the importance and impact of media quality on driving attention and outcomes for our clients,” said Yannis Dosios, chief commercial officer, IAS.
The report also found that 74 per cent of incremental sales were driven by the in-view audience and that incremental sales from the in-view ads drove higher sales lift and incremental sales compared to ads that are not in view.
“As a leader in personalization and shopper intelligence, Catalina has been partnering with brands and retailers for a long time to understand the value of media as it relates to consumer responsiveness, purchase activity, incremental sales and ROAS, both in-flight and post-campaign,” said Brian Dunphy, SVP of strategic partnerships at Catalina.
“Through our partnership with IAS, we are thrilled to jointly help CPG brands, and agencies get the most out of their media investments by combining IAS’s industry-leading media quality capabilities with Catalina’s ROAS and sales lift analyses to deliver deeper insights around overall media quality, viewability and time-in-view.”
You can read the full case study here.
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