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.
You may like these other MarketingProfs articles related to Advertising:
- Four Tips for Better Videos Ads on LinkedIn [Infographic]
- Eight Ad Tech Innovators' Hopes and Expectations for 2021
- Social Media Retargeting: The Benefits of Drawing Your Customers Back In
- Which Countries Hate Online Ads the Most? [Infographic]
- A Quick Guide to Understanding YouTube Ads [Infographic]