VIEWABLE IMPRESSIONS CASE STUDY: FOR A PROFESSIONAL SERVICES ONLINE AD CAMPAIGN, Adconion Direct partnered with DoubleVerify and Millward Brown Digital to explore the impact of viewable impressions on changes in brand lift. The research uncovered that it’s not just enough to ensure your inventory is viewable, but that time in view is a critical measure to increase brand lift and campaign performance. Viewable impressions delivered the highest impact, most notably among consumers who purchase in this category once a month or more. Campaign Impact on Purchase Intent The longer the ad was in view, the larger the increase in brand impact. Impact By InView Time <35 seconds 35-100 seconds >100 seconds 4.3 1.2 7.2 5.5 Percent Impacted By InView Time Online Ad Awareness Purchase Intent

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