The report was based on data from a study in which mock banner and native ads from five advertisers were shown to participants in a video simulating the experience of scrolling through an editorial feed. Using a combination of EEG data—measurements of neural activity in the brain—and eye tracking, Nielsen quantified where and how the participants' focus was directed.
In-feed native ads in the desktop simulation received 25% more attention from study participants than banner ads did; on tablets, the native ads received twice as much visual focus as the banners.
Take the first step (it's free).
You may also like:
- Global Ad Spend Trends: Forecasts by Medium and Country
- Optimize Display Ads With Consumer Insights: Stats and Best-Practices [Infographic]
- LinkedIn Ads, the B2B Marketer's Secret Weapon: AJ Wilcox on Marketing Smarts [Podcast]
- Is the Fight Against Bot Ad Fraud Succeeding?
- Top 4 Reasons SMBs Should Use Paid Search