Want Your Ad Seen for a Second? Keep it on Screen for 14 Seconds says Study

The study found that online ads must be on the screen for 14 seconds 'to have any chance of being looked at'.

--

The eye-tracking research of 4,300 consumers found that online ads must be on the screen for at least 14 seconds ‘to have any chance of being looked at’ at all.

--

The study by InSkin Media, Research Now and Sticky found that ads that garner at least one second of gaze time are, on average, viewable on screen for 26 seconds. For an ad to receive two seconds gaze time the average viewability must be 33 seconds, and anything over three seconds must be viewable on screen for 37 seconds.
The study also found that a full 25% of ads defined as “viewable” – meeting industry guidelines of 50 percent of the pixels being on screen for a minimum of one second – are never even looked at.
http://brandinginasia.com/ad-viewability-study/