Recently DoubleVerify teamed up with Adconion Direct and Millward Brown Digital to prove the value of viewability on brand lift metrics.

The findings were significant and represent more ways in which to use viewability insights to drive towards higher campaign performance.

Unsurprisingly, viewable ads significantly out-performed ads out of view, but the greatest insight of the study was the impact of time viewed on ad recall, and more importantly for the advertiser, purchase intent.

The case study found that ads in view for over 100 seconds had four times the brand recall and purchase intent compared to ads viewed in less time, leaving us to wonder why more advertisers are not leveraging this type of data in other places such as attribution modeling and creative message sequencing. While clicks are still used as a measure success of brand engagement, time spent can now replace click-through-rate as the proxy for performance of an ad for a branding campaign.

The infographic below highlights the key findings. You can also read more in this iMediaConnection article.