Integral Ad Science has begun reporting its time-in-view metric in Singapore as part of the industry's broader shift from impressions to time-based measurement.
Time-in-view measures the average duration that an ad remains in view. This average excludes impressions that were not viewable according to the Media Ratings Council standard.
IAS first starting offering the metric to publishers globally two years, followed by brands and agencies in 2018.
In the APAC market, Australia and Japan have been reporting on the time-in-view metric for a year.
While time-in-view has been adopted by a range of global clients, IAS is hoping the wider rollout of the metric will raise awareness among local brands across Southeast Asia.
“As we’ve been studying how to better quantify attention over the years, we have found that shifting the focus from impressions to time-based metrics can make a real impact for advertisers,” said IAS South-East Asia managing director Laura Quigley.
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In its 2018 Media Quality Report, the verification company found that in Singapore overall time-in-view for desktop was at 10.17 seconds, lowering to 7.97 seconds for mobile.
The IAS report benchmarks a correlation between time-in-view, conversions and increased brand recall.
“Exposure time directly impacts the effectiveness of campaigns," Quigley said. "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.”
A 2016 study commissioned by IAS and Interpublic Group (IPG) found that time-spent is a better indicator of an ad’s overall effectiveness than pixels in view. While 17% of study participants who viewed an ad at the MRC threshold recalled it, this doubled to 32% for ads that exceeded the MRC standard. The main differentiator, researchers found, was not how viewable the ad was but how long the consumer was exposed.