Point of view: When seeing isn't seeing

Byron Sharp
Ehrenberg-Bass Institute

Were there any advertisements in your morning newspaper? Did you see them all?

Recent eye-tracking research showed that a mere 14% of online advertisements were seen by their (paid for) 'viewers'.

People don't see all of your advertising because they look at other things. For example, about one-third of the time, they watch a TV ad on screen, but another third of the time, they watch only partially because they are distracted by other things that they are doing/watching, and another third of the time, they don't see any of the ad because they are actively avoiding the ad break, e.g. they have left the room, or switched channel. People miss outdoor ads because they are driving, walking, talking. They miss print ads because they turn the page, or don't even get to that section. They don't hear radio ads because they were talking.