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Research Report, 29/05/08  |
A groundbreaking study from Sweden uses eye-tracking technology to record users’ journeys around web pages, and reveals stunning insights into the success of online advertising solutions.
Backed by Microsoft Advertising in conjunction with Mediacom, Aftonbladet.se and the research agency Mejsel, the study analysed the surfing habits of 100 Swedes, recording their eye movements to determine where their attention rested on web pages.
The placement of an ad emerged as the single most important factor governing the degree of attention that it received. The upper left corner proved the most effective location, with the left hand side of the page holding users’ attention more effectively as ads moved down the page.
Four out of five adverts were disregarded after a couple of seconds, but those judged relevant were viewed for up to 60 seconds. Strong visibility of a brand throughout an ad’s ‘loop’ proved the most significant factor establishing relevance, with the surrounding environment also playing a vital role.  |
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