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IAS launches Time-in-View as new media currency in Singapore

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

eMarketer reports that digital ad spending in Singapore will reach US$489.6 million in 2019, representing 30 per cent of total media ad spending in 2019—the highest such share across Southeast Asia. Increasingly, advertisers are being 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.

Time-in-view is the average duration that a viewable impression remained in view. This average excludes impressions that were not viewable according to the MRC standard in the calculation. The IAS report benchmarks a correlation between time-in-view and conversions and increased brand recall.

“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 Laura Quigley, MD SEA at IAS. “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.”

IAS’ 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.