Analysis Reveals More than Half of User Ad Engagement Starts After 15 Seconds In View
NEW YORK – 33Across, a global publisher monetization platform, announced the results from its analysis of online advertising performance, measuring both the viewability of ads and the length of time an ad is in view and how these two factors impact user engagement. 33Across found that more than half of user engagement, as defined by when a user clicked on an ad, starts after an ad is in view for 15 seconds with variables for users on desktop, mobile and tablet.
“If a marketer’s main metric is viewability based on the MRC guideline and our analysis proves that 98 percent of engagement happens after one second, it’s clear that there’s a small chance users will see that ad, much less engage with it”
The analysis was conducted over a seven-day period in September 2016 and included 2,823 advertisers that ran a combined 160 million online ads across 738 publisher sites in the U.S. The purpose of the analysis is to provide CMOs, agencies and their trading desks with deeper campaign performance data to make more intelligent decisions.
The ads that were measured, as reported by Integral Ad Science, had an average viewability of 87.5 percent on desktop, 89.2 percent on tablet, and 89.8 percent on mobile. 33Across measured that high impact ads were in view for an average of 63 seconds. Broken down by device, 85 percent of desktop ads remained in view longer than 15 seconds. On tablets, 75 percent were in view for longer than 15 seconds and on mobile, 70 percent of the ads were in view for longer than 15 seconds.
Specifically, the analysis revealed that among the ads that were clicked:
- 50% of engagement occurred on a desktop after 15 seconds.
- 50% of engagement occurred on a mobile or tablet after seven seconds.
- By the 30 second mark, 68% of all engagement occurred on a desktop, 74% occurred on mobile, and 78% occurred on a tablet.
After 30 seconds, user engagement steadily increased at an average rate of .15 percent up through the 60-second mark. At that point, 75 percent of engagement occurred on a desktop, 81 percent on a mobile device, and 82 percent on a tablet.
Access to the full report can be found here: http://go.33across.com/impact-of-time-in-view-and-viewability-on-ads.
Analysis Proves Need for Both Higher Viewability and Time-in-View Standards
The analysis proves that for online advertising to be effective, ads need to be both highly viewable and in view beyond the current minimum requirements. The Media Ratings Council (MRC) minimum guideline for viewability defines a display ad as “viewable” as long as 50 percent of its pixels are in view for a minimum of one second.
“If a marketer’s main metric is viewability based on the MRC guideline and our analysis proves that 98 percent of engagement happens after one second, it’s clear that there’s a small chance users will see that ad, much less engage with it,” said Eric Wheeler, CEO, 33Across. “For CMOs to have any meaningful return on their investments, they need to raise the bar on both ad viewability and time-in-view.”
33Across introduced the first publisher monetization platform to guarantee quality through ads that are 100 percent in-view with a pre-bid fraud filter. Through our advanced technology and insight into how people view, consume and share content across devices, we enable more than one million publishers to increase revenue and traffic. The 33Across traffic building, insights and monetization tools allow publishers to do what they do best —create great content.