Only 6% of consumers recall a brand when exposed to it for six seconds or less

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The debate over viewability of online video advertising has been thrown into chaos after new research shows that when shown an ad for six seconds or less only 6% of consumers could recall the brand shown. Under the MRC/IAB’s viewability definition an ad needs to simply be at least half in view for at least two seconds.

The study, which was commissioned by Teads from Millward Brown found, unsurprisingly, that viewability was the leading factor in boosting brand effectiveness.

It also found differences in the effectiveness of instream and outstream advertising with a 10% increase in awareness for outstream format against awareness of the ad in an instream format and a 25% increase when compared to the control group. The outstream video ads, which place advertising content outside of the traditional video stream in a text article, newsfeed or slideshow for example, were also proved to be in the visible area of the screen for 25% longer than instream. 42% of respondents who viewed the outstream video ads were aware of the brand, compared to the 6% mentioned previously.

The study, which saw Millward Brown Digital expose more than 5,000 respondents to a test creative within various outstream and instream platforms tracked behavioural, visual and viewability metrics.

“The importance of the user experience with video advertising cannot be ignored,” said Bertrand Quesada, CEO, Teads. “This study proves that outstream formats like our inRead are extremely effective and user-friendly video formats that drive a more meaningful advertising experience for consumers, publishers and brands alike. We’re excited to continue to pioneer this innovative format within the video advertising industry.”

With Teads’ business being based on outstream ad formats it’s easy to say that the study is biased, however the question of viewability is likely to be one that’s open for debate for some time yet.

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MAX_EAGLEN
25 Aug 2015, 10:45 a.m.

Interesting (but perhaps not surprising) to read that only 6% of consumers recall a brand when exposed to it for six seconds or less. Engaging potential customers is an age old challenge for brands . We at Platform are finding that increasingly brands are recognising the need to keep up with evolving technologies in order to effectively communicate with their customers. This also offers brands a great opportunity to use technology to interact with customers and gain insight from them. One way to do this is by building bespoke places to 'talk' to customers such as Customer Experience Centres, spaces created and dedicated to collaboration, where brands can gain true customer insight and can develop their brands in conjunction with their customers. By combining personal face to face experience with technology and creating campaigns that truly engage perhaps brands have a better chance of staying in the consumer consciousness for longer than 6 seconds.

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