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Adconion direct, double verify and millward brown digital viewability infographic

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Case Study: Viewable Impressions Drive Brand Impact. Adconion Direct partnered with DoubleVerify and Millward Brown Digital to explore the impact of viewable impressions on changes in brand lift. the research uncovered that it's not just enough to ensure your inventory is viewable, but that time in view is a critical measure to increase brand life and campaign performance.

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Adconion direct, double verify and millward brown digital viewability infographic

  1. 1. VIEWABLE IMPRESSIONS CASE STUDY: FOR A PROFESSIONAL SERVICES ONLINE AD CAMPAIGN, Adconion Direct partnered with DoubleVerify and Millward Brown Digital to explore the impact of viewable impressions on changes in brand lift. The research uncovered that it’s not just enough to ensure your inventory is viewable, but that time in view is a critical measure to increase brand lift and campaign performance. Viewable impressions delivered the highest impact, most notably among consumers who purchase in this category once a month or more. Campaign Impact on Purchase Intent The longer the ad was in view, the larger the increase in brand impact. Impact By InView Time <35 seconds 35-100 seconds >100 seconds 4.3 1.2 7.2 5.5 Percent Impacted By InView Time Online Ad Awareness Purchase Intent 19.7* 12.4 Viewable impressions had 2x THE INCREASE in Purchase Intent among category purchasers. Entire Campaign Impressions Viewable Impressions TO LEARN MORE, VISIT WWW.MILLWARDBROWN.COM/DIGITAL*STATISTICALLY SIGNIFICANT DIFFERENCE AT A 90% CONFIDENCE LEVEL. Overall Audience Category Purchasers +3.3 +4.7* +3.4 +6.7* 7% became more likely to buy the brand Those exposed to the viewable impressions more than once were 50% MORE LIKELY to buy the brand. Ads in view for over 100 seconds had of those in view for less time. 4x THE IMPACT Among category purchasers, viewable impressions were most effective with multiple exposures. Impact of Viewed Frequency on Purchase Intent EXPOSURE +5.6* IN PURCHASE INTENT INCREASE OF +8.5*INCREASE JUMPS TO ONE EXPOSURES TWO+

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