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Merging several different technologies such as viewability measurement and eye-tracking, we partnered with Research Now and Sticky to understand the relationship between viewability, visual engagement and branding impact better.
Some of the questions we wanted to answer were:
Are highly viewable ads also more likely to attract the user’s attention?
How do different formats perform in regards to visual engagement?
Is there a correlation between visual engagement and the development of brand-related memory structures?
How does ad clutter impact the visual engagement rates of individual ads / formats?