At this year’s ARF Re!Think Conference, NCS debuted its Learning Lab on Viewability and Attention to extend the industry’s understanding — and opportunity — around the effectiveness of viewable ads.
Along with an all-star cast including Kellogg’s and Yahoo, Nielsen Catalina Solutions worked with Moat to reveal how two-second standards for video viewability don’t tell the whole story. Using in-store incremental sales as the KPI, early results illustrate the correlation between attention and outcomes: as Time In View increased, so did Sales Impact. Further, the 0-2 second window which would not qualify as a viewable impression did indeed drive some return.
What’s the implication for brands and publishers? For one, it means not looking beyond the current viewability standards leaves a lot of effectiveness on the table. Brands should (and can, with NCS and Moat) assess inventory performance second-by-second to optimize the sweet spot for future creative and media buys. In the same breath, publishers can more accurately inspect and promote the value of their inventory against results at the register.
To expand your campaign’s view into attention metrics, get in touch with NCS here.