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% higher than above-the-fold ads, as users are more engaged with the content.
  • The number of ads per web page is irrelevant – of far greater significance is the number of ads visible at any one time.
  • Two ads per screen is the maximum amount users pay attention to – three ads receive less than half the attention of one or two ads per screen.
  • Quality targeting boosts attention scores by 107%, with relevant ads more likely to be noticed, and for longer, than ads served to people that aren’t in the market for a product or aware of the brand.
  • Mobile ads optimised for the format garner 89% more attention, and are 36% more likely to be recalled when prompted versus ads not optimised for mobile.