The 14 second rule

A recent survey of 4,300 people by InSkin Media found that for an ad to be looked at for one second, it needs to be viewable for 14 seconds. Meanwhile, for at least two seconds of gaze time, the average viewability is 33 seconds. For three or more seconds of gaze time, average viewability is 37 seconds. The survey also concluded that a campaign should be measured in three stages: did the ad have the opportunity to be seen, was it actually looked at and what was the impact.