Seeking the Moment of Ad Impact on Mobile
– The Relevance of Time in Viewability Standards – 2016
TLDR: Mobile experiences only require .5 of a second exposure to have ad recall effects.
Most advertisers have the same question: do my digital ads have the opportunity to be seen?
In partnership with ESPN, MediaScience conducted an eye tracking and self-report experiment to answer the following questions:
- With the rise of viewers’ multi-platform consumption of content, do desktop and mobile impressions require different exposure times to be ‘seen’?
- Do ad impressions in a scrolling and static environment require different exposure times to be ‘seen’?
Our results indicated that mobile experiences only require .5 of a second exposure to have ad recall effects. This shaped the MRC’s understanding of the impacts of ad exposure on mobile devices and saved and made the digital publishing industry billions of dollars since 2016 by not imposing a minimum exposure length for advertisements on mobile platforms outside of pixels on screen.