Publisher monetization platform 33Across conducted a study on both online ad viewability and time in view, analyzing how those measurements impact user engagement. The report found that over half of user engagement, defined as when a user clicked on an ad, begins only after an ad is in view for 15 seconds. This time frame varies across desktop, mobile and tablet users.
As reported by Integral Ad Science, the measured ads had an average viewability of 87.5% on desktop, 89.2% on tablet and 89.8% on mobile.
The study found that for ads to be high impact, they had to be in view for 63 seconds on average. Measured by device, 85% of desktop ads remained in view for over 15 seconds. On tablets, 75% of ads stayed in view for longer than 15 seconds -- and 70% of mobile ads remained in view for more than that length of time.
According to the report, of the ads that were clicked:
-- 50% of engagement happened after 15 seconds on desktop
-- 50% of engagement occurred on mobile or tablet devices after seven seconds
-- Once reaching the 30-second mark, 68% of engagement occurred on desktop, 74% of all engagement had happened on mobile and 78% had happened on tablet devices“For CMOs to have any meaningful return on their investments, they need to raise the bar on both ad viewability and time-in-view,” stated Eric Wheeler, CEO, 33Across.
33Across conducted the study over seven days in September 2016. It included 2,823 advertisers that ran a total of 160 million cumulative ads across 738 publisher sites in the United States.