Point of view: When seeing isn't seeing

This article discusses the extent to which people do not see various types of ads, through activities such as active avoidance and being busy doing something else.

Point of view: When seeing isn't seeing

Byron SharpEhrenberg-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...

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