An online ad needs to be on the screen for 14 seconds to have any chance of being looked at, according to a new study on the relationship between viewability, gaze time, ad clutter and people’s ability to remember ads.
The study – by InSkin Media, Research Now and Sticky – involved four companies, nearly 4,300 consumers, and technologies including eye-tracking (by Sticky) and viewability measurement (by Moat).
SOURCES :
http://www.inskinmedia.com/blog/viewability-visual-engagement/