Study: Eye-tracking and online banner ads
By Adnews Staff
Mediative of Montreal has released the results of an eye-tracking study of online banner ads. The study, conducted in association with Swedish firm Tobii Technology, used an eye-tracking system to record the gaze patterns of participants as they looked at leaderboard, skyscraper and box-format banner ads on personal computers and tablets. According to the results, the leaderboard banner is the most effective display ad format regardless of device. Consumers looked at leaderboard ads 44% longer than the next best performing format. They were also seen in the least amount of time and had the highest percentage of people noticing them. The study also found that the top part of a web page is the most visible area regardless of device. "The ways users consume media differ widely across devices, leaving mobile decision-makers to question the most effective placement and potential ROI of their advertising," said Gord Hotchkiss, chief strategy officer at Mediative. "Because of Tobii's eye-tracking technology and analysis, we are now able to provide both quantitative and qualitative data that will support these decision-makers on how to best allocate their media spend across these widely popular devices."