Key findings include:
77%
Brands are bullish on the potential of time-in-view
77% of marketers assess the quality of audience attention based on number of seconds vs. 24% of agencies
89%
Marketers may not have realistic expectations of cost
89% of buyers said that their peers had not yet accepted the true cost of quality inventory
81%
Programmatic is driving preference for CPM-based models
81% of buyers are planning to test CPM-based approaches for time-based-buying vs. only 10% focused on other currencies
95%
The digital advertising industry is ready for more
95% of all respondents were ready to move beyond viewability to other measures of quality and engagement
