Learn to leverage marketing technology at our free Friday Forum on July 10. RSVP now

Native ads in digital news feeds receive significantly more visual attention from consumers than banner ads do, according to a recent report from Sharethrough and Nielsen.

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.

Sign up for free to read the full article.

Take the first step (it's free).

Already a registered user? Sign in now.

Loading...

ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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