AdAge contains an article about a 10,000-person advertising research study with one of the least surprising findings imaginable:
The study, which the companies said involved 189 different ad scenarios, found that "viewability is highly related to ad effectiveness"
No, you did not misread that. It took a study of 10,000 people to establish that ads are more effective when you see them.
And in fact, this wasn't really an effectiveness study in any meaningful sense - it was an ad recall study.
So in short, the finding is: You're more likely to remember ads that you've seen than ads that you haven't.
There is such as thing as being too data-driven.
# Alex Steer (12/02/2016)