No one seems to question if the eyes drift to an ad in the newspaper or in a magazine. However, in the digital space there are so many theories about the new media.
Why all the fuss? Because we can really measure and the numbers are smaller than the total audience. We’ve all known that some people don’t see all the ads in print and some people go to the bathroom during the commercial break on TV. But now that we actually can measure, there seem to be more philosophies on effectiveness and whether you can actually brand online.
Amperage has been using eye-tracking studies for more than two years to determine eye flow and user experience on webpages, but a new eye-tracking study by Meditative has been completed on digital display ads. And the answer to the question, do people really see digital display ads is, YES!
Here are the highlights:
- Leaderboard ads are the most effective (by 25%) over box ads in various locations. Leaderboard ads are the horizontal ads across the top of a page.
- Skyscraper ads were viewed longer than leaderboard ads (by 80%). Skyscraper ads are the long, vertical ads usually on the right-hand side of the page.
- Above the fold still matters. There is a “fold” just like in a newspaper (I suppose there is one even in TV newscasts at the halfway point). 50% more ads were viewed above the fold than below the fold.
- Relevancy also matters: If people are interested in your message, they are 80% more likely to see the ad. Above the fold ads were also viewed 82% longer than below the fold.
That last point may see like an obvious statement, but if you don’t have small children or grandchildren, you don’t see the diaper ads—no matter what medium you use.