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IPG Media Lab Study: Mitchell Weinstein, SVP, Director of Ad Operations, IPG Mediabrands will provide a summary of the study which focused on impact of viewability on ad recall as well as impact of time in view for a variety of ad formats and scenarios.
3MS Progress: Transitioning from Improving Advertising Delivery to Understanding Advertising’s Value
George Ivie, David Gunzerath and Ron Pinelli from the MRC will provide an update on:
Additionally, the MRC will provide an update on the Mobile Viewable Impression guidelines, which are close to completion, and implementation of the Invalid Traffic guidelines (the vendor implementation grace-period recently expired). This will be the first time the projects related to engagement, ad-effectiveness and ad-value will be reviewed, with MRC plans identified.
2:00 – Welcome 2:10 – IPG Media Lab study on impact of viewability on ad effectiveness 2:25 – MRC Update on 3MS Progress 3:15 – Q&A session
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