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Published: October 10, 2016
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Attention in today’s digital world is fleeting, especially for ads. Platforms and publishers that can capture such a scarce resource through engaging content and experiences are sought after by brands and their agencies. Now, several companies are pricing and selling ads not based on the impression, but on the audience attention and engagement they deliver.
"Ads that exceeded the Media Rating Council (MRC) viewability standard produced a statistically significant improvement in ad recall among US internet users, according to a study from IPG Media Lab, Cadreon and Integral Ad Science published in February 2016."
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Lift in Ad Recall of Online Display Ads Among US Internet Users, by Time and Percent In-View, Sep 2015
Areas of Concern About Digital Advertising Among US Digital Advertising Professionals, April 2016 (% of respondents)
Metrics that US Publishing Professionals* Guarantee for Campaigns, Sep 2015 (% of respondents)
Importance of Select Metrics When Measuring Digital Branding Campaigns According to US Digital Advertising Professionals, April 2016 (% of respondents)
US Branded Digital Content Benchmarks: Average Time Spent and CTR, Q1 2015-Q2 2016 (among impressions analyzed by Polar)
CPMs for US Digital Video Ads, by Device/Format, Q1 2015-Q1 2016 (based on impressions served on the TubeMogul platform)
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