Why it pays to play by the rules of attention

Explores the practical steps that brands can take to optimise the attention levels their ads create.

Need to know

  • IAB UK partnered with Lumen and IPSOS MORI to explore how context, clutter, targeting, page position and format impact the attention that online ads generate.
  • The eye-tracking study encompassed ‘task sites’ such as Rightmove and National Rail, content sites including Bored Panda and Expert Reviews, and editorially-curated ‘premium’ content publishers such as The Guardian and Good Housekeeping.
  • Advertising on premium content sites results in three times the attention of task sites, with a 25% uplift in attention between content and premium content sites.
  • While fewer users see ads sitting below-the-fold, the attention theses ads generate is 29%...

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Insights Team
Bray Leino

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