WPP AUNZ

Mindshare & Jaguar Prove 100% Viewability Boosts Brand Awareness

Mindshare & Jaguar Prove 100% Viewability Boosts Brand Awareness

Mindshare & Jaguar Prove 100% Viewability Boosts Brand Awareness

Independent research by Kantar Millward Brown and Moat demonstrates marketing benefit of 100% viewability.

SYDNEY, April 4, 2017: Independent research commissioned by GroupM media agency Mindshare and client Jaguar found that GroupM’s 100% viewability standard for digital ads delivered a twofold uplift in brand awareness versus the MRC standard of 50% viewability.

The GroupM viewability standard requires 100% of the pixels of a digital ad being visible as opposed to just 50% of pixels being visible for one second, as per the Media Rating Council’s (MRC) standard.

The research, conducted by Kantar Millward Brown and Moat across the Jaguar F-Pace SUV campaign, showed that when the target audience viewed 50% the Jaguar ads on screen for one second, aided brand awareness increased by 5.1%. In contrast, incremental brand awareness doubled among target audiences who saw the ads 100% in view, with a 10.3% increase in brand awareness.

This is the first time globally that Kantar Millward Brown and Moat have conducted a study linking brand metrics to viewability. GroupM worked closely with both partners to set up the tagging and implementation of the campaign to ensure the campaign tracking worked correctly.

Mindshare CEO Katie Rigg-Smith said: “The research provides clear empirical evidence demonstrating the importance of viewability on delivering marketing outcomes for clients, something we have always believed in and championed at Mindshare and GroupM. It’s incredibly gratifying to see that the GroupM viewability standard delivers these kind of results.”

Tim Krieger, General Manager Communications and Public Relations Jaguar Land Rover Australia added: “This independent research clearly shows the link between higher viewability standards and tangible uplift in brand health. We will be using the learnings from this work to help inform our digital planning moving forward.”

Jonah Goodhart, CEO of Moat, said: “We were thrilled to partner with Jaguar, Mindshare Australia and Kantar Millward Brown, to demonstrate the power of leveraging the right attention metrics to drive brand equity lift." 

GroupM is part of WPP AUNZ, Australasia’s leading marketing content and communications group.

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For more information please contact Greg Graham:
greg.graham@groupm.com, Business Development  & Marketing Officer