The Benchmark Series

The Benchmark Series: Viewability

As part of The Benchmark Series, ThinkTV commissioned Dr Karen Nelson-Field, a Professor of Media Innovation at The University of Adelaide, to conduct an independent, large-scale in-home study into how Australians really engage with advertising across different platforms and devices, while comparing TV against other environments such as Facebook and YouTube.

The main findings from the research include:

The current minimum threshold standard does drive an impact, but there is material uplift in sales above 50% pixels and 2 seconds.
Differences in sales impact build (quickly) with increases in viewability as the relationship between pixels and sales is strong.
Pixels matter the most as gains in sales come more from increases in % of pixels on screen than from time on screen; the impact split around 70:30.
100% pixels consistently outperforms the standard, by twice as much, regardless of time on screen.

Download a copy of the report

Share this article

More like this

The Benchmark Series: Cross Channel Impact

Facts & Stats / The Benchmark Series

The Benchmark Series: Cross Channel Impact

In its seventh year, The Benchmark Series investigates the impact of different media channels and their interactions to drive the best media mix.

Facts & Stats / The Benchmark Series

The Brand Engine: Optimise your media spend & power better brand outcomes

Marketers are always looking to increase effectiveness and efficiency of media investment, but without consistent access to econometric modelling it can be challenging to design campaigns for the best possible […]

Cross Channel Impact: A Focus on Retail & Services

Facts & Stats / The Benchmark Series

Cross Channel Impact: A Focus on Retail & Services

Not all reach is equal: TV commands more attention than social video

Facts & Stats / The Benchmark Series

Not all reach is equal: TV commands more attention than social video

The Benchmark Series: Cross Screen Effects

Facts & Stats / The Benchmark Series

The Benchmark Series: Cross Screen Effects

The results from The Benchmark Series have consistently demonstrated that the superior screen coverage and viewability of TV drives greater attention and delivers higher sales impact than social video, irrespective […]

The Benchmark Series: Overview

Facts & Stats / The Benchmark Series

The Benchmark Series: Overview

Five tranches of the Benchmark research have now been conducted and before you sit down to nut out your media spend, here’s what you need to know.

The Benchmark Series: Emotions and Advertising

Facts & Stats / The Benchmark Series

The Benchmark Series: Emotions and Advertising

Does emotional advertising boost advertising effectiveness?

The Benchmark Series: Video advertising on mobile

Facts & Stats / The Benchmark Series

The Benchmark Series: Video advertising on mobile

The mobile tranche of The Benchmark Series from Professor Karen Nelson-Field compares the awareness, coverage and, most importantly, the sales impact of TV, Facebook and YouTube video advertising delivered via […]

The Benchmark Series: Memory Decay

Facts & Stats / The Benchmark Series

The Benchmark Series: Memory Decay

In “Advertising Effectiveness: The Long and the Short of it”, Les Binet and Peter Field showed that advertising works in two ways; in the short term to drive sales amongst […]

View all The Benchmark Series