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.