New research released today by Inskin Media and Lumen Research using a large-scale audience eye-tracking study has proved that high-impact formats can help draw consumers’ eyes to standard formats for longer.
The UK study, in partnership with Mindshare, carried out 3,160 eye-tracking experiments and revealed that, within a browsing session, standard display formats, such as MPUs, shown after a high-impact format, are 27 per cent more likely to be looked at than those preceded by another standard display format.
This attention boost, dubbed the ‘amplification effect’, also shows that users who had been exposed to high-impact formats looked at the subsequent standard display ads for 39 per cent longer.
Similarly, the percentage of those standard display ads looked at for one second or longer, increased by 140 per cent.
Attention to display advertising is extremely scarce, with data from Lumen’s UK eye tracking panel showing that only 12 per cent of served display ads ever get looked at, with only 4 per cent looked at for a second or more.
These results are significant, as longer visual engagement time with ads is known to drive brand recall: when prompted, 50 per cent of users were able to recall the advertised brand after 1-2 seconds of visual engagement time, vs 35 per cent after 0-1 seconds.
The research found that brand recall is strongly linked to business KPIs, such as improved brand perceptions and purchase intent, especially for non and lapsed customers.
The study, which factored in exposure frequency to avoid overestimating amplification effects, also showed that these effects weaken over time, with incremental attention decaying if not stimulated again by an amplifying format.
The implications for media planning are significant. Attention is a scarce commodity: this research will allow marketers to better plan for visual attention and optimise investment more effectively.
Inskin Media head of insight Dominic Tillson commented: “There is an ever-increasing amount of evidence that links visual attention to relevant business KPIs, from brand metrics to sales.
“We have long known that certain high-impact formats can perform very well on critical measures like attention, but until now we didn’t know how they can be used strategically to make standard ads work harder for brand advertisers.
“This study is a big step in making this a reality.”
Mindshare account director Heather Williams added: “This piece of research has important implications for optimising digital impression distribution.
“These learnings have the potential to inform planning and buying strategies that will help realise maximum value and impact for our clients’ ad campaigns.”
Thrive PR Melbourne has kicked off the year with new appointments, promotions and a new leadership team, marking the delivery of a transformation strategy that’s seen the agency diversify and strengthen its corporate, consumer and integrated digital service offering in Victoria. Lead image: (L-R) – Sophie Maguire, Melanie Campbell, Nathan McGregor, Zoe Raknes, Erika Rutledge, […]
Forbes Australia has announced a slew of new speakers for its second annual Forbes Australia Women’s Summit: ‘Power Rising’. The ‘Power Rising’ event will take place at the Roslyn Packer Theatre in Sydney, led by a star-studded line up of female speakers. “We often learn as much from stories of hardship and failure as we […]
Iconic Australian ad guru Russel Howcroft and industry up-and-comer Freddie Young from Good One Creative have today launched their experimental, no spin advertising podcast, AdMission, in partnership with 9Podcasts. AdMission tells the uncensored stories behind the world’s most talked about brands, ideas, campaigns, advertising news and industry screw ups, as well as offering sharp insight […]
B Corp shop Paper Moose promises all the paper in its name was recycled as it reveals new ethical investment campaign.
According to a new study from CPR First Aid has revealed that Aussies’ most Googled personal goal in the summer is losing weight, new research has found. Their next most researched summer objective is healthy eating, followed by drinking more water. This time of the year, Aussies want to stop snoring and quit smoking more […]
Businesses are integrating customer data platforms with AI and analytics to personalise customer experiences and drive business success, according to a new report from Twilio Segment. Lead image: Kathryn Murphy, SVP of product and design, Twilio. The fifth annual Customer Data Platform Report, which reflects the findings of anonymised usage data from Twilio Segment’s more […]
Word of Mouth Digital, a Sydney-based full-service digital marketing agency, has announced the addition of six diverse brands to its expanding client portfolio. Lead image: Alex and Tash Williams These new partnerships span various sectors, including pet care, cognitive health, home construction, wellness, and retail, showcasing the agency’s commitment to fostering growth through strategic collaboration […]