InSkin Media’s Insight Manager, Sebastian Schindler, discusses four key findings from our latest viewability research.
Learning #1: If you want any chance to be looked at, maximise exposure time
Learning #2: Viewability is both great and not so great at predicting visual engagement
Learning #3: The right format can maximise effectiveness, but not beyond the boundaries set by creative execution
Learning #4: Ad clutter is detrimental to visual engagement
“The danger with the current focus on viewability is that it has become a means unto itself – a target by which to measure success. However, while viewability measurement has an important role to play, it is primarily a measure of trading efficiency rather than an indicator of campaign effectiveness“, Sebastian Schindler, Insight Manager, InSkin Media
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