The Benchmark Series: Viewability
01 November 2021
This part of The Benchmark Series compared the attributes of ad viewability across TV, Facebook, and YouTube. The concepts of screen coverage, pixels rendered and time-on-screen were assessed against their ability to impact attention and sales.
The research revealed:
TV commands 2x as much active attention as YouTube and 14x that of Facebook.
Attention and sales are strongly correlated.
TV commands 2x as much active attention as YouTube and 14x that of Facebook.
With the same creative executions tested, TV generates a greater sales impact.
Sponsorship in quality programming improves attention and sales.
All broadcast content has a greater sales impact than other platforms.
TV screen coverage is about 3x YouTube and 10x Facebook.
Inventory playing full screen will have a greater sales impact than ads playing on a smaller proportion of the screen.
Research Report
