IAS adds time-in-view metric in Singapore media benchmark report

Integral Ad Science (IAS) has introduced time-in-view (the average duration that a viewable impression remained in view) as the new metric under the Media Quality Report benchmarks for Singapore.

Time-in-view is the average duration that a viewable impression remained in view. The average duration excludes impressions that were not viewable according to the Media Ratings Council standard in the calculation. The introductory time-in-view metrics in Singapore suggest that overall exposure time for desktop was at 10.17 seconds, direct publisher buys were reported at 9.70 seconds, while programmatic buys performed better at 11.01 seconds. For mobile, web display exposure time from publisher direct performed better at 8.09 seconds, compared to programmatic at 7.76 seconds. Overall time-in-view for mobile was reported at 7.97 seconds.

IAS also highlighted that due to increasing digital ad spend, there will be a narrowing of gap between publisher direct and programmatic inventory across media quality metrics (i.e., viewability, brand risk, time-in-view) and devices. It also added that these shifts will be driven by growing adoption of verification solutions for programmatic ad sales and increasing use of automation technology among premium publishers.

According to IAS, advertisers are asked to prove ROI and the added value digital advertising produces for their organisations. “This need to demonstrate impact is driving a shift in how they seek to measure the quality of their digital investments,” the statement read. The IAS report benchmarks also claim a correlation between time-in-view and conversions and increased brand recall.

IAS first released the latest Media Quality Report benchmarks for Singapore, on key factors that erode the value of digital advertising. The report includes viewability, fraud, brand safety, and the newly introduced time-in-view.

Recently, an eMarketer study reported that digital ad spending in Singapore will reach approximately US$489.6 million in 2019, representing 30% of total media ad spending in 2019. The report said digital ad spending will rise from US$280 billion in 2018 to almost US$330 billion in 2019 on a global scale.  Newly-appointed Laura Quigley, MD SEA at IAS said the team has been studying how to better quantify attention over the years, and found that shifting the focus from impressions to time-based metrics can make a real impact for advertisers.

“Exposure time directly impacts the effectiveness of campaigns. This is precisely why we thought it was so important to begin offering these metrics in our Media Quality benchmarks. This data offers advertisers the foundation needed for better understanding of consumer attention moving forward,” she added.