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US Study of 10,000 Puts MRC Viewability Standard to the Jury

US Study of 10,000 Puts MRC Viewability Standard to the Jury


The Media Rating Council’s viewability standard - that an ad must be at least 50% in view for at least one second -  has just been subject to a rigorous trial. 

IPG Media Lab partnered up with Integral Ad Science and Cadreon to conduct a 10,000 participant study in the US, examining 189 different ‘ad scenarios’ with the aim of analysing the relationship between the definition of ‘viewability’ and brand metrics. 

Laid out in an all-encompassing infographic, the findings - some surprising - detail ad recall above and below the standards of percentage and time in view. 

Although it’s “not meant to rewrite existing standards”, the infographic serves as a useful start for both advertisers and publishers looking to make their ads that little bit more effective. 

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Mark  Jones

Mark Jones

Mark manages all aspects of editorial on PerformanceIN as the company's Head of Content, including reporting on the fast-paced world of digital marketing and curating the site’s network of expert industry contributions.

Going by the ethos that there is no 'jack-of-all-trades' in performance marketing, only experts within their field, Mark’s day-to-day aim is to provide an engaging platform for members to learn and question one another, helping to push the industry forward as a result.

Originally from Plymouth, Mark studied in Reading and London, eventually earning his Master's in Digital Journalism- before making his return to the West Country to join the PI team in Bristol.

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