Online ads 'need to be viewable for 14 seconds to be seen'

Stuart Wilkinson, Head of Industry Relations EMEA, comScore on 3 Oct 2016
“Interesting work. We must remember that the creative design and its power on attracting the target audience will impact results too. Metrics are important but there's the psychological and cognitive dimension too in the advertising art.
Here's a nice additional contribution on how to best measure ad delivery, effectiveness of online advertising and value online advertising in the context of other advertising channels.
5 graphs that seek to answer:
How can one determine exactly how much ROI is lost or gained when viewability rates go down or up?
What does that relationship look like (linear or curved)?
Can viewability be adjusted to increase campaign lift?
https://www.comscore.com/Insights/Presentations-and-Whitepapers/2016/Effect-of-Viewability-On-Lift-A-Story-in-Four-Simple-Graphs”
Here's a nice additional contribution on how to best measure ad delivery, effectiveness of online advertising and value online advertising in the context of other advertising channels.
5 graphs that seek to answer:
How can one determine exactly how much ROI is lost or gained when viewability rates go down or up?
What does that relationship look like (linear or curved)?
Can viewability be adjusted to increase campaign lift?
https://www.comscore.com/Insights/Presentations-and-Whitepapers/2016/Effect-of-Viewability-On-Lift-A-Story-in-Four-Simple-Graphs”
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