Case Study: Viewable Impressions Drive Brand Impact. Adconion Direct partnered with DoubleVerify and Millward Brown Digital to explore the impact of viewable impressions on changes in brand lift. the research uncovered that it's not just enough to ensure your inventory is viewable, but that time in view is a critical measure to increase brand life and campaign performance.

1. VIEWABLE IMPRESSIONS
CASE STUDY: FOR A PROFESSIONAL SERVICES
ONLINE AD CAMPAIGN,
Adconion Direct partnered with DoubleVerify and
Millward Brown Digital to explore the impact of
viewable impressions on changes in brand lift. The
research uncovered that it’s not just enough to
ensure your inventory is viewable, but that time in
view is a critical measure to increase brand lift and
campaign performance.
Viewable impressions delivered the highest impact, most notably among
consumers who purchase in this category once a month or more.
Campaign Impact on Purchase Intent
The longer the ad was in view, the larger the increase in brand impact.
Impact By InView Time
<35 seconds 35-100 seconds >100 seconds
4.3
1.2
7.2
5.5
Percent Impacted By
InView Time
Online Ad Awareness
Purchase Intent
19.7*
12.4
Viewable impressions had
2x THE INCREASE
in Purchase Intent
among category purchasers.
Entire Campaign Impressions
Viewable Impressions
TO LEARN MORE, VISIT WWW.MILLWARDBROWN.COM/DIGITAL*STATISTICALLY SIGNIFICANT DIFFERENCE
AT A 90% CONFIDENCE LEVEL.
Overall
Audience
Category
Purchasers
+3.3
+4.7*
+3.4
+6.7* 7% became
more likely to
buy the brand
Those exposed to the viewable
impressions more than once were
50% MORE LIKELY
to buy the brand.
Ads in view for over 100 seconds had
of those in view for less time.
4x THE IMPACT
Among category purchasers, viewable impressions were most effective
with multiple exposures.
Impact of Viewed Frequency on Purchase Intent
EXPOSURE
+5.6* IN PURCHASE
INTENT
INCREASE
OF
+8.5*INCREASE
JUMPS TO
ONE
EXPOSURES
TWO+