New Research Finds That the Average Mobile Ad Takes 5 Seconds to Load | Adweek

A week after issuing its first set of guidelines about mobile viewability, George Ivie, CEO and executive director of the Media Rating Council, explained what the changes mean for marketers during a presentation at the Interactive Advertising Bureau’s Mobile Marketplace conference today.

Per the MRC’s draft (which is open for public feedback until April 30), mobile viewability should be measured the same as desktop viewability. That means that 50 percent of mobile display needs to be in view for one second, and video ads need to be in view for two seconds.

Read more at: New Research Finds That the Average Mobile Ad Takes 5 Seconds to Load | Adweek