Do consumers actually notice online display ads served on Web pages? Which format of ads do people look at and engage with the most?

To find out, Meditative conducted an eye-tracking study of 39 participants of mixed ages who were assigned certain search tasks.

Digital display ads were shown in the leaderboard (728x90), skyscraper (300x600) and big box (300x250) positions across both Web-page mock-ups and actual sites.

With data from the study, the researchers were able to generate heat maps showing the length of time spent looking at various parts of the pages, as well as gaze maps indicating where people clicked.

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji