Viewability Report: Putting Science Behind The Standard

This research report is a joint effort by IPG Media Lab, Integral Ad Science and Cadreon.


Click here to download the full report.

Today, the IPG Media Lab, Integral Ad Science and Cadreon release their joint large-scale research study, first of its kind, on viewability. With the goal of quantifying the relationship between viewability and brand metrics, the research involved nearly 10,000 participants, looking at 189 different ad scenarios. Although the study was not meant to rewrite existing standards, the findings serve as a guide to advertisers and publishers alike regarding how best to make ads more effective given viewability standards.

Key takeaways include:

– Viewability is strongly related to ad effectiveness. As viewability increases, so does consumer attention and ad recall.
– Ads that exceed the MRC standard have 16%+ recall as opposed to ads that meet the standard, which have 2% recall.
– Ad exposure time influences ad effectiveness more than % in view.
– Viewability is important, but it is not the be-all and end-all. It should not be a KPI.

Viewability_Infographic - image

Click here to download the full report.

Click here to see the White Paper of the study.

You can also get the report on Integral Ad Science’s site.



IPG Media Lab Releases Outlook 2016

Check out our brand new 2016 Outlook here.

Every year here at the IPG Media Lab, we round up the ideas that excite us: the market trends, new technologies, and consumer shifts that are changing the ways we evaluate, buy, and consume media. And today, we are happy to present you with our Outlook 2016 – “At Your Service”– which examines the rising challenges and opportunities for marketers in the age of media abundance and how brands can deliver true value and become “lifestyle” brands in order to break through.

Take a look and let us know what you think @ipglab on Twitter or contact our Client Services Director Samantha Barrett ([email protected]); we’d love to hear from you.

Check out our special interactive Outlook webpage here:

IPG Lab + Google Release Deconstructing Branded Content: The Global Guide To What Works

Click here to download the report.

Branded content, defined in this research as content that lives on its own, produced by and for the brand, as opposed to content produced by someone else the brand affixes itself to, has transformed marketing, overall. With the increased emphasis on cross-screen viewing, and digital at the core of brand communications, branded content has become a core part of many brand campaigns.

IPG Media Lab, a division of IPG Mediabrands, in conjunction with Google, today announced the results of the industry’s first global comprehensive branded content effectiveness study. Aiming to understand consumer perceptions and to compare the effectiveness of branded content and video advertising, this closed study surveyed 14,780 consumers, looked at 50 brands, across 19 verticals, in 10 countries, assessing how branded content is perceived in different parts of the world and how this translates into branding effectiveness.

Content That Works

Based on the research we conducted, here are two examples of content that was effective and seen differently by consumers.



You can download and read the report here.


POV: Apps in the Living Room – Opportunities in Apple’s New TV Platform

On Wednesday, the Lab attended the 2015 OMMA Programmatic Video event, where our Director of Strategy Adam Simon delivered an in-depth presentation on the emerging opportunities for brands and advertisers on the new Apple TV.

Starting with a brief recap of the ongoing transition from linear TV viewing to OTT streaming, Simon quickly moved on to the significance of the new Apple TV, how Apple’s ecosystem plays into the future, and the transition to apps. Calling it “a collaboration between Hollywood and Silicon Valley,” he deftly pointed out how Apple TV offers media owners and brands with video content new ways of delivering engaging content. Also, retailers can benefit from the closed attribution loop consisting of iTunes Store, iAd, and Apple Pay delivered through new apps.

After explaining the potential social utilities and interactive, blended content on Apple TV with Airbnb and MLB TV as examples, respectively, Simon offered a few insights for brand integration and on how to reach audiences on streaming services without ads such as Netflix. He closed out his insightful presentation with two main takeaways for brands: start optimizing and experimenting with Apple’s New TV platform and adjust your ad buying and targeting strategy accordingly.

The Lab has extensive experience working with brands to reach their audiences in the OTT and digital video space. Earlier this year, we led our parent company Interpublic Group to invest in Samba TV, a startup that specializes in advanced real-time TV analytics and cross device retargeting. For more details on how brands can utilize the new Apple TV, read our Fast Forward analysis here.

You can go through the presentation embedded below.



IPG Media Lab + DIRECTV: Annual Survey Of The American Football Consumer

Click here to download our survey report.

Live sports broadcasting is arguably the last bastion for live TV viewing. and NFL Football accounts for 1/3 of sports viewing. IPG Media Lab and DIRECTV partnered on an annual “Survey of the American Football Consumer,” which is designed to measure the following:

  • The NFL Viewing Experience
  • NFL Fans’ Passion for the Game
  • Consumption Habits of NFL Fans
  • Brand Relevance to NFL Audiences

To learn more on how to fully connect with American football fans, download and read our survey report here, or read the slides below.



POV: Targeting Tribes Through Tech

People have always connected over shared interest, forming unique relationships over similar passions. What was once limited to physical proximity has expanded into fan communities online. Constant connectivity has made it easier for people to connect, forming strong, loyal fandoms whether they know one another or not. In this POV, we discuss how brands can utilize technology to target these fandoms, or tribes, and message to them in an authentic and transparent way as a means to leverage brand equity.

IPG Lab + Yahoo: Giving Consumers The Personalization They Want

New research study details consumer expectations of and reactions to personalized ad experiences.

Consumers are immersed in digital content and ads across a range of devices on a daily basis, creating a challenging and cluttered environment within which brands must try to stand out. Increasingly, personalization is emerging as the tool to help advertisers break through the noise and forge consumer connections.  To help advertisers more effectively leverage personalization, we teamed with IPG Media Lab, the creative technology arm of IPG Mediabrands, to create “Going Deeper: What Consumers Really Want from Personalized Ads,” a study of how individuals react to and feel about ad experiences that are tailored to them.

For marketers looking to strike the right balances when serving consumers personalized ads, we identified four key areas of focus:

  1. Do mobile better – Consumers expectations for personalization are highest on mobile devices, particularly when it comes to delivering information quickly and geo-located.
  2. Understand consumer preferences – Consumers respond best to ads that are tailored to where they are and what they do online.
  3. Understand the dimensions that impact personalization – The younger the consumer, the stronger the desire for personalization, especially for big ticket purchases.
  4. Put personalization to work against KPIs – Advertisers that utilized personalization saw increases in overall favorability and purchase intent.

Interested in learning more? Be sure to read the full study. And if you’re ready to put personalization to work for your brand, contact your Yahoo Account Manager.

Download the Going Deeper Presentation Deck Here

IPG Lab Releases SXSW 2015 Trend Recap

Download our recap deck here.

Every year, the IPG Media Lab attends SXSW in Austin, Texas, to meet promising startups and attend interesting panels in order to monitor developing media trends. This year, we noticed two key themes: personalization and immersion, both led by the proliferation of mobile devices and aided by other emerging interfaces. And brands can leverage these trends into a deeper connection with their audience, but only if they know how.

To learn more about the trends we saw at SXSW 2015, download our recap deck here.


IPG Lab Releases 2015 Outlook

Check out our brand new 2015 Outlook here.

Every year here at the IPG Media Lab, we round up the ideas that animate us: the market forces, new technologies, and consumer shifts that are changing the ways we evaluate, buy, and create media. And today, we are happy to present you with our 2015 Outlook– “Let’s Get Intimate”—which takes a look at the increasingly personal (and important) world of contextual media placement and the challenges and opportunities for marketers. Trends and themes covered include:

  • The Internet of Thrills – You are emotionally and physically connected to your devices
  • Peak Distraction – In this mobile age, it’s harder and harder to be heard
  • Measurable Intimacy – Focuses on performance-based advertising, where results are measured by total business outcomes, not just conventional metrics
  • Next Level Awkwardness – How do brands fit into a world in which media is hyper-personal, data is everywhere, and our ability to target is ultra-precise

Take a look and let us know what you think @ipglab; we’d love to hear from you.

Check out our special interactive Outlook webpage here:

If you prefer, you can also download our Outlook 2015 as PDF file here.


Blurred Lines: Creating Content That Works

Click to download YouTube Insights here.

Finding the best way to communicate with your target consumer is one part art and one part science. As an emphasis on cross-screen viewing and digital has become a core part of brand communications, the lines between ads and content have blurred. Google and IPG Media Lab partnered to understand consumer perceptions and effectiveness of branded content and video advertising.

To learn more, download and view the YouTube Insights here.