AdAge: Marketers Struggle With Viewability IRL, Too
“In a study for an undisclosed marketer in late 2015, Cadent Consulting found that its brands’ shelf presence beyond their regular slots were visible 66% of the time, but the corrugated or other shopper-marketing materials intended to go with them were only present 43% of the time, said Managing Partner Don Stuart.
‘Compliance had a bigger impact on ROI than any other factor,’ Stuart said.”