Ad attention varies by digital environment, but other metrics are more consistent

Maya Yegorova

Ad attention and engagement levels vary by digital environment, but metrics like brand recognition and advertising persuasion remain more consistent, according to a study.

Advertising attention and engagement vary by digital environment, whereas metrics like recall and persuasion are more consistent across these online destinations, a study has found.

This analysis – undertaken by Meta, the owner of Facebook and Instagram, alongside Bill Harvey Consulting and ad-testing firm Realeyes – utilized ads from five brands, and drew on a sample of 15 test “cells”, each containing around 300 participants, in reaching these conclusions.

The three digital environments tested in the analysis were:

  • Feed: This category included in-feed ads on Facebook, Instagram and Twitter.
  • Short-form:This ad category incorporated Instagram Stories and Reels, Snapchat...

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