New research shows quality DOES matter!

A major recent survey shows that ads appearing in quality online environments are 42% more cost effective for advertisers based on levels of engagement, viewability, above the fold placement and dwell time.

A premium exposure is 58% more likely to be 100% in view (which is GroupM’s global viewability standard) for at least five seconds. The online industry standard is 50% in view for at least one second. Conversely, the study found that 48% of measurable ads on the open exchange were never actually seen.

In contrast, ads in quality digital environments – defined as a website where consumers have a deeper relationship or affinity with the brand, for example brand publishers or sports websites, are 98% more likely to be placed fully above the fold, and 273% more likely to prompt a hover from a user. Premium placements also produced stronger response rates across the board with average uplifts of +10.5% for brand awareness, +19.2% for ad recall, +9.7% for brand perception and +10.3% for recommendation intent.

The study results from a partnership between GroupM UK, Newsworks and Newsworks’ national newspaper stakeholders, and covered 84 campaigns, over 398 million impressions and 28,549 filtered survey responses.¬† It ran between September 2017 and June 2018, with GroupM analysing the ad environments of live digital campaigns.

See details and a video here.

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