Barry Levin says, “According to the Internet Advertising Bureau (IAB) and the Media Rating Council, an online ad is deemed “viewable” if half of its pixels appear on the screen for at least one second.

It’s always been a curious measurement, given that no human could be expected to respond to seeing half an ad for a second.

Now, a recently-released eye-tracking study shows how inadequate this viewability threshold is for any advertiser wanting some impact on a website viewer.

The study, conducted by biometric tracking firm Sticky, ad tech firm InSkin Media, and market research firm Research Now Group, finds that viewers need at least a second of “gazing” at an ad to have even the smallest amount of ad recall. In the study’s terminology, “gazing” means looking at an ad long enough and with enough attention to actually have the possibility of remembering it.

But, to get that second of “gazing,” the ad needs to be on-screen for an average of at least 26 seconds. That’s all of the ad, not just 50 percent”.

Eye-tracking study: Entire web ad needs to be on screen for at least 14 seconds to matter

Marketing Land

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