Your ads are seen, but are they remembered?
Published: Fall 2019
Viewability has traditionally been the most popular indicator of a digital campaign’s success. But just because an ad has a chance to be seen, does that mean that consumers are actually seeing it? Or remembering it?
According to Forbes, “Americans are exposed to anywhere around 4,000 to 10,000 ads each day.” Yet, when asked, few consumers can recall a single ad they have seen in the last 24 hours. With this in mind, Kargo and research partner, Tobii Pro Insight, set out to better understand which ad units capture visual attention & the critical metrics that viewability alone doesn't measure.