Please accept all cookies to ensure proper website functionality. Set my cookie preferences

Which online ad creative elements capture consumers' attention? What types of online ad formats are most seen by visitors to content websites?

To find out, Australia's Fairfax Media conducted an eye-tracking study with 100 consumers who visit content sites regularly. Half of them were shown the desktop version of the Sydney Morning Herald, and the other half were shown the mobile version.

The researchers presented a range of different advertisements on the website pages and tracked eye movement/gaze.

Participants also engaged in an ad-recall exercise as well as a qualitative discussion about their experiences.

The researchers found that the advertisements most looked at and recalled by participants included these elements:

  • Contrasting colors/brand colors
  • Simple, concise messaging
  • Clear, uncluttered design
  • Prominent brand logos/symbols

Ads that matched brands' other online/offline campaign elements also had higher engagement/recall.

Mobile break-up ads (larger units that appear in-line as consumers scroll) are both noticed more and looked at longer than smaller mobile banner ads.

Banner (MREC—medium rectangle) ads served at the top of webpages on desktop computers receive twice as much attention from consumers than do banner ads served lower down on pages.

About the research: The report was based on data from an eye-tracking study conducted with 100 consumers who visit content sites regularly. Half of the participants were shown the desktop version of The Sydney Morning Herald, and the other half were shown the mobile version.

Continue reading "Eye-Tracking Study: Online Ad Elements and Formats That Get Attention" ... Read the full article

Subscribe today...it's free!

MarketingProfs provides thousands of marketing resources, entirely free!

Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.

Already a member? Sign in now.

Sign in with your preferred account, below.


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

Advertising Resources

You may like these other MarketingProfs resources related to Advertising.

Navigating Brand Response Advertising in 2022

Brand response and increasing the bottom line no longer have to be mutually exclusive. Brand response advertising combines the best of both worlds. Here's how.

Top 5 Advertising Trends to Watch Right Now

The rise of new channels such as Connected TV and technologies such as voice search have moved advertising in new directions. This article covers five major trends in ad tech today and what advantages they give to businesses.

Global Ad Spend 2021-2022: Where Budgets Are Going

Social media, online video, and search were the ad channels that saw some of the strongest year-over-year growth in 2021, and further growth in spend is expected in 2022, according to recent research from WARC.

The Big Gap Between Channel Ad Spend and Channel Consumption

The share of ad spend going towards TV and social media next year is expected to be twice as high as daily consumption of those channels by audiences, according to recent research from WARC.

CTV Scale Is Here, So Where Are B2B Advertisers?

CTV is one of the fastest-growing digital channels for advertisers and marketers, but B2B companies are still reluctant to embrace it. Here's why CTV can work for B2B.

The Target CPA Hype Is Real: A Checklist for Marketers

Companies are buzzing about the incredible potential of Google's Target CPA tool, which pairs machine-learning and AI to deliver cutting-edge insights and results. But first make sure it fits your needs.