An online display ad needs to be visible on a webpage for 14 seconds, on average, in order for a consumer to gaze at it for one full second, according to recent research from InSkin Media, Research Now, and Sticky.
The report was based on data from an eye-tracking and viewability measurement study involving 696 consumers. The researchers also surveyed 4,279 consumers in the United Kingdom.
Online ads that appear on webpages for less than 14 seconds garner less than one second of gaze time (i.e. dedicated interest), on average.
To achieve two seconds of gaze time, an ad must be present on a page for 33 seconds, on average, the analysis found.
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