The Value of Time
Time-In-View Analysis
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We conducted an analysis of online advertising to measure highly viewable ads and how their time-in-view impacts user engagement. The study uncovers that highly viewable ads with a longer time-in-view have a higher engagement.
7 Sec
5 Sec
Engagement Related to Time-In-View
50% of Engagement Occurred after 5 and 7 seconds on mobile and desktop respectively
Other Key Findings
1. The analysis uncovers that highly viewable ads with a longer time-in-view have a higher engagement (as defined by when a user clicks on an ad)
2. Campaigns that meet the MRC’s definition of viewability (50% of pixels in view for 1 second) may miss out on 98% of user engagement
3. Campaigns with an in-view time of at least 15 seconds and 30 seconds will be positioned for better success
