Through the eye and into the brain: From viewability to visual engagement

Inskin Media, an advertising technology company, launched a campaign in the UK to highlight (potential) implications of detaching measurement from objectives, and investigate the relationship between viewability, visual engagement and effectiveness.

Project summary

While viewability has been established as an important validation factor, the industry lacks understanding of how it can be used to measure ad effectiveness. 

Spurred by the move towards establishing viewability as a KPI for online campaigns, we partnered with visual engagement specialist Sticky, research specialist Research Now, and used data from MRC-accredited ad verification company Moat on a proof-of-

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