As Madison Avenue begins rethinking the value of time-based advertising exposure, a new study suggests that nine seconds may be the optimum duration for mobile ads. The study, which was conducted by time-based mobile ad platform Sled Mobile’s Parsec, is based on a campaign for a pharmaceutical brand analyzing how different lengths of viewing exposure correlated to lifts in awareness for the brand, BioPharmX’s Violet iodine brand.
The study found that consumers who viewed the ad for nine seconds or longer increased their brand awareness 140% -- about twice as much as the 77% brand lift generated by the average of consumers exposed to any amount of the brand’s mobile ads.
The finding is significant, because Sled Mobile is among a number of media suppliers that are beginning to charge advertisers based on the amount of time consumers are exposed to their ads. Sled Mobile launched Parsec in July 2015 using what it calls a “cost-per-second” pricing model, and a number of big publishers followed suit with similar models.
To date, Sled Mobile has run six cost-per-second campaigns and has commitments from a dozen brands to use its Parsec platform, according to founder and CEO Marc Guldimann.
In one of those campaigns handled by Austin agency Proof for the San Antonio Convention & Visitors Bureau, the client paid only for the amount of time that users were exposed to its ads. Sled Mobile works with viewability and attention analytics platform Moat to determine ad exposure and found that the tourism bureau paid only for 4.8 seconds on average.