--- title: THIS IS HOW WE SCROLL description: Digital brings speed and convenience to consumers’ lives. It's also enables advertisers to promote products and services across countless channels, every second of every day. image: https://blog.kargo.com/hubfs/how%20we%20scroll.jpeg --- [![Kargo Logo-1](https://blog.kargo.com/hubfs/Kargo%20Logo-1.png)](https://kargo.com/) - [Marketers](https://kargo.com/marketers) - [Publishers](https://kargo.com/publishers) - [Creative](https://kargo.com/creative-resources) - [Gallery](https://kargo.com/marketing-showcase) - [Creative Composer](https://composer-demo.kargo.com/) - [Ad Specs](https://kargo.com/specs) - [Native Ad Specs](https://kargo.com/native-ad-specs-gate) - [Case Studies](https://kargo.com/case-studies-main) - [Programmatic Activation](https://kargo.com/programmatic-activation) - [Curated Packages](https://kargo.com/curated-packages) - [Kargo PMP Troubleshooting](https://kargo.com/dsp) - [PMP Set Up Guides](https://kargo.com/dsp-set-up-guides) - [About](https://kargo.com/about) - [About Kargo](https://kargo.com/about) - [In The News](https://kargo.com/news) - [Careers](https://kargo.com/careers) - [Research & Insights](https://kargo.com/knowledge-hub) - [Blog](https://blog.kargo.com) - [Contact Us](https://kargo.com/contact-us) - [Marketers](https://kargo.com/marketers) - [Publishers](https://kargo.com/publishers) - [Creative](https://kargo.com/marketing-showcase) - [Gallery](https://kargo.com/marketing-showcase) - [Creative Composer](https://composer-demo.kargo.com/) - [Ad Specs](https://kargo.com/specs) - [Native Ad Specs](https://kargo.com/native-ad-specs-gate) - [Case Studies](https://kargo.com/case-studies-main) - Programmatic Activation - [Curated Packages](https://kargo.com/curated-packages) - [Kargo PMP Troublshooting](https://kargo.com/dsp) - [PMP Set Up Guides](https://kargo.com/dsp-set-up-guides) - [About](https://kargo.com/about) - [About Kargo](https://kargo.com/about) - [In The News](https://kargo.com/news) - [Careers](https://kargo.com/careers) - [Research & Insights](https://kargo.com/knowledge-hub) - [Blog](https://blog.kargo.com/) - [Contact Us](https://kargo.com/contact-us) # THIS IS HOW WE SCROLL March 8, 2017 ### Topics - Select a Topic SUBSCRIBE TO OUR BLOG ### Stay up to date ##### Search The Blog [Back to main Blog](https://blog.kargo.com) ###### AJ Mathew [mailto:AJ@kargo.com](mailto:AJ@kargo.com) The digital ecosystem brings speed and convenience to consumers’ lives. It's also enables advertisers to promote products and services to consumers across countless channels, every second of every day. The growing digital, and more specifically, mobile industry, has to adapt to these new content streams, with an eye on how environments hugely impact ad effectiveness.   ![Mobile User Behavior](https://blog.kargo.com/hs-fs/hubfs/how%20we%20scroll.jpeg?width=1920&name=how%20we%20scroll.jpeg)   Today, advertisers face challenges that were not necessarily issues in the days of traditional media. For example, in TV or print advertising, an advertiser had to worry about their ad within that one medium, reducing many factors to consider. In the mobile world, advertisers face many variables—multiple operating systems, platforms and distribution channels— that can impact the delivery, attention, and effectiveness of their marketing efforts. Add to those challenges the varying mindsets consumers bring to specific mobile activities across these environments, and we have to ask—how does it all impact ad performance? Partnering with Nielsen, Kargo tested smartphone users experience in premium editorial, social, and search content. In a live in-market test, they absorbed the content as they normally would.  Eye tracking and post-exposure survey tools were used at Nielsen’s Media Lab facility at Television City in Las Vegas. Check out the topline results below and download our [white paper](http://kargocom-prod-vpc.us-east-1.elasticbeanstalk.com/wp-content/uploads/2017/03/White-Paper_03.21.17-1.pdf) for the whole story. # Key Findings: - Significantly more fully-visible ads appear and remain on screen in long-term reading environments than in social feeds and search. - Fully visible ads are visible in editorial content for an average of 44 seconds, compared to 6 seconds in search, and 3 seconds in social. - Brands in editorial in-stream ad units are remembered significantly more than those in social feeds. [Previous Post](https://blog.kargo.com/themobilizer/heres-different-mobile-ad-formats-brain) [Next Post](https://blog.kargo.com/themobilizer/ed-romaine-speak-yms-march-21-22) ### Stay in the know on the latest and greatest news, insights and announcements. SUBSCRIBE TO OUR BLOG ![Kargo_Logo_3_10](https://blog.kargo.com/hs-fs/hubfs/Kargo_Logo_3_10.png?width=150&height=56&name=Kargo_Logo_3_10.png "Kargo_Logo_3_10")   Kargo creates breakthrough ad experiences for the world’s leading brands and publishers across all screens from smartphones to smart TVs.      Important Links - [TERMS OF USE](https://kargo.com/termsofuse) - [Website Privacy Policy](https://kargo.com/websiteprivacy) - [Services Privacy Policy](https://kargo.com/privacy) - [Opt-Out](https://kargo.com/privacy#opt-out) - [Click-Info](https://kargo.com/click-info) - [FAQ](https://kargo.com/faq) - [IDFA POV](https://kargo.com/idfa-pov) - [Zoom Backgrounds](https://kargo.com/creative-backgrounds) - [Kargo Klassrooom](https://kargo.com/kargo-klassroom) - [BIPOC Business Support](https://kargo.com/bsb) ![email.svg](https://blog.kargo.com/hubfs/raw_assets/public/Marketplace/Awwal_Design/Awwal_-_Blog_Template/Images/email.svg "email.svg") [Mobilize@Kargo.com](mailto:Mobilize@Kargo.com) ![address.svg](https://blog.kargo.com/hubfs/raw_assets/public/Marketplace/Awwal_Design/Awwal_-_Blog_Template/Images/address.svg "address.svg") 826 Broadway 4th Floor, New York, NY 10003 - - - -