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Being contextually relevant does not help ads stick with internet users, according to research. For US internet users, ads seen out of context lifted recall by 9%, vs. an 8% lift in recall after seeing ads in a relevant context. Context itself—meaning ads placed next to content related to the product advertised—seems unimportant.
The IPG Media Lab and Integral Ad Science report also highlights that ads for which internet users have audio turned on contribute more to recall, regardless of whether they fail, meet or exceed MRC standards.
While the figures for those that fail to meet or simply meet MRC standards reflect this trend, ads that are above MRC viewability standards have the largest gap. Ads with audio on have a 35% lift in recall rate, while ads with audio off have a 20% lift in recall rate.
As one might expect, ads viewed for longer fare better when it comes to US internet users recalling them. Ads seen for 7 seconds, for example, lift recall by 17%. Ads seen for 4 seconds lift recall by 8%. Not only that, but ads viewed at fuller percentages likewise trigger a higher lift in recall.
Ads with a 100% in-view rate bring an 11% lift; for those seen at 75%, the lift is still a strong 9%. When it comes to ad recall, the message is simple: Have your ads seen as fully as possible, for as long as possible, and enjoy the lift in recall.
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