Abstract
Understanding the relationship between online viewability and ad impact is an important part of understanding overall advertising effectiveness. Viewability is a two-part metric incorporating pixels and time, but sufficient ad viewability is a contentious subject. The contention being that any change to a viewability standard to improve the opportunity for advertising effectiveness will affect the chargeable inventory offered by a media platform. This chapter takes you deep into the relationship between pixels, time on screen, coverage and spatial clutter. It discusses findings that more pixels on screen typically means more sales, and offers a cautionary note that the inherent nature of modal differences means that some platforms support extended attention, and some don’t. It also offers the simple reminder that an ad not seen by a human can never really impact sales.
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Nelson-Field, K. (2020). Buying the Best Impression. In: The Attention Economy and How Media Works. Palgrave Macmillan, Singapore. https://doi.org/10.1007/978-981-15-1540-8_6
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DOI: https://doi.org/10.1007/978-981-15-1540-8_6
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