Eye-Tracking Study Confirms That High Impact Formats Outperform Standard Display

Martech Outlook

High impact formats drive up to 72x more attention than standard display, as report confirms the importance of premium formats in driving attention to digital advertising

London, UK,: High impact digital advertising formats capture and retain user attention far more effectively than their standard counterparts, according to new research from ad tech company Adnami and attention technology specialist Lumen Research.

The joint study, which leveraged a fully consented eye-tracking panel to measure the impact on attention and brand lift of high impact versus standard display advertising, shows that high impact formats outperform standard formats by almost any possible metric.

Among the findings:

● On average, and across the board, high impact Adnami formats are typically viewed for between 2x and 4x as long as virtually any other ad unit

● Attention - which is far greater for Adnami formats than for standard display units - is directly linked to prompted and unprompted brand recall

● Topscroll, the best-performing Adnami ad unit, is viewed for 7x longer than the average standard display unit on desktop and more than twice the average display unit on mobile

● Adnami Skins and Midscrolls deliver 10x more attention than a 320x250 banner, according to Lumen’s benchmark data

● Creative plays a pivotal role in maximising the effectiveness of campaigns; with bold, simple messages proven to hit the hardest

The study, conducted in the UK and Nordic markets, used Lumen’s eye-tracking-based attention measurement metrics to measure the attention driven by Adnami formats versus standard display. Also under the microscope were the impact of attention on brand recall and the potential drivers of attention, including size, placement, creative and format.

Adnami’s CEO, Simon Kvist Gaulshøj , comments: “This study shows that format makes a huge difference when it comes to driving attention - perhaps even more than creative itself. Our industry is still getting used to working with the new metric of attention. Here we have yet more proof of how important attention is to the planning, buying and measurement of media, and how high impact formats are crucial in gaining it.”

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