The Feldwick Factor

Paul Feldwick

ATTENTION DEFICIT

Q Does low-attention processing apply to ads shown next to YouTube videos or internet display ads shown on content sites in general?
Advertising specialist, online media owner

A The short answer is yes. I checked it out with the guru of low attention processing, Dr Robert Heath of the University of Bath, and he pointed me to a paper in the Journal of Consumer Research, 'The Effects of Incidental Ad Exposure on the Formation of Consideration Sets' (Shapiro, Macinnis and Heckler, 1997).

These three American researchers set up an experiment in which respondents were asked to complete a task that required them to focus on a central column of text on a computer screen. Ads appeared embedded in the left hand column of text, away from their focal view.