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On November 14th Médiamétrie and Integral Ad Science were joint winners of the Trophée Or in the Communication Effectiveness, Advertising Effectiveness category for their study entitled: “How do visibility and exposure duration affect advertising effectiveness?”at the awards ceremony for the “Surveys and Innovations 2019” organised by Offremedia the media buying database and the professional organisation Syntec Conseil Etudes.

This study demonstrates that the visibility of a digital campaign and an increased exposure time can amplify advertising effectiveness. As such, the longer a web user is exposed to an online ad, the greater the boost to indicators such as brand awareness, image, recommendation or even purchasing intention.

This initiative associating the expertises of Médiamétrie and Integral Ad Science is based on an innovative combination of observed measurement (Digital Ad Ratings and IAS) and reporting-based measurements (post-tests among the individuals who were actually exposed, and according to the duration). Thanks to this data hybridisation, it is possible for the first time to measure the impact of ad exposure time on advertiser campaign effectiveness.

Bertrand Krug, Director of Médiamétrie's Internet Department said: “We are proud to win this award in recognition of the combined expertise of Médiamétrie and IAS, our long-standing partner. This particularly innovative study demonstrates that beyond the measurement of exposure, attention is also crucial to the effectiveness of internet advertising campaigns.”

Eglantine Dever, Director of Advertising Solutions for Médiamétrie //NetRatings added: “This study proves that visibility and length of exposure are critical levers in establishing digital strategies. As such, in an increasingly complex digital advertising market due to process automation and data proliferation, it is becoming essential that advertisers can be sure of the actual exposure of their communications.”

Clément Bascoulergue, Head of Strategic Alliances, Southern Europe at Integral Ad Science, added: “We are delighted to win this prize which acknowledges a study highlighting both the impact of visibility and exposure time. This study is the result of a partnership with Médiamétrie, the Iprospect, Mediacom and Vizeum agencies and the advertisers Citroën, Conforama and Mercure. For the first time, this study proves the impact of a long exposure time in digital advertising and thus, it is a new step towards optimal advertising campaigns.”

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