Viewability and the 1-Second Ad
Have you heard about viewability? It’s a simple metric that tracks actual impressions that can be seen by users. For example: if an ad is at the bottom of the website and the person doesn’t scroll down so it can be seen, it is not registered as an impression and is not “viewable.”
Researchers wanted to know if being viewable really matters, so a new study tested banner, large formats and video ads. The ads were believed to be viewable if they were “in view” for 1 second and video ads for 2 seconds.
This study, by Integrated Ad Science and Cadreon, used a 10,000-person sample size. For large format ads, the results were strong: The ads that met the viewability standards (where more than 50% had looked at the ads) were remembered by nearly 20% of the people involved. Not bad for a 1-second ad.
Ads are getting shorter and shorter. PepsiCo Chief Marketing Officer, Seth Kaufman, reported that they were using 5-second ads for pre-roll on YouTube with great effect. We all know 30 seconds is too long for pre-roll and so we look to use :15s. Yet the pros are starting to use even shorter assets with great effect. Shorter is the new king of content, and we all will need to get much better at narrowing our messaging to fit the new format.