Online ads and the iPad: The banner is still king
TweetFollow Us on Twitter

Online ads and the iPad: The banner is still king


Tobii Technology (www.tobii.com), which specializes in eye tracking and gaze interaction, in partnership with Mediative (www.mediative.com.) -- a digital marketing company specializing, among other things, in market-leading digital performance analysis -- has released the findings of a new eye-tracking study, revealing that, regardless of device, the leaderboard banner ad remains the most visible and effective way to reach consumers online.

The study compares the consumption of online ads between a traditional computer and an iPad.

"The ways users consume media differ widely across devices, leaving mobile decision-makers to question the most effective placement and potential ROI [return on investment] of their advertising," says Gord Hotchkiss, chief strategy officer at Mediative. "Because of Tobii’s eye-tracking technology and analysis, we are now able to provide both quantitative and qualitative data that will support these decision-makers on how to best allocate their media spend across these widely popular devices."

The study, titled "The Effectiveness of Display Advertising on a Desktop PC vs. a Tablet Device," used the Tobii T60 Eye Tracker and Tobii X60 Eye Tracker and Mobile Device Stand to record the gaze patterns of participants and to measure what specific types of ads (leaderboard banner, skyscraper and big box) received the most attention on both a computer and an iPad. In regards to leaderboard banner ads, Mediative and Tobii researchers found the following:

° Most visible ad format on the iPad: leaderboard banner ads on the iPad performed significantly higher than other ads on the iPad, as consumers fixated on them 44% longer than the next best performing ad, thus engaging longer with its content.

° More visible on the iPad than on the computer: leaderboard banners held the user’s attention 22.5% longer on the iPad than on a computer. However, leaderboards on the the computer were seen more than twice as fast as on the iPad.

° Most effective attention grabber: for both the computer and iPad, leaderboard banner ads were the most effective in grabbing the consumer’s attention. Across devices, these ads were seen the quickest and had the highest percentage of people noticing them.

Based on these observations, the research team concluded that the top part of the web page still remains the most visible and most coveted real estate on the web, regardless of device. The team also recommends that, as the media landscape is becoming increasingly more fragmented by the availability of new mobile devices, online advertisers need to be mindful of the display ads they place as well as how they will most likely be consumed by the target audience.

 
AAPL
$111.50
Apple Inc.
-1.26
GOOG
$609.17
Google Inc.
-9.08
MSFT
$42.51
Microsoft Corporation
-1.01
MacNews Search:
Community Search:
view counter

view counter
view counter
view counter
view counter
view counter
view counter

ReBoard: Revolutionary Keyboard (Utilit...
ReBoard: Revolutionary Keyboard 1.0 Device: iOS Universal Category: Utilities Price: $1.99, Version: 1.0 (iTunes) Description: Do everything within the keyboard without switching apps! If you are in WhatsApp, how do you schedule a calendar appointment? By switching to Calendar app. Right?What if you could schedule an appointment... | Read more »
Tiny Empire (Games)
Tiny Empire 1.1.3 Device: iOS Universal Category: Games Price: $2.99, Version: 1.1.3 (iTunes) Description: Launch cannonballs and blow tiny orcs into thousands of pieces in this intuitive fantasy-themed puzzle shooter! Embark on an epic medieval journey that will take you from the grasslands of the empire to the forgotten desert... | Read more »
Astropad Mini (Productivity)
Astropad Mini 1.0 Device: iOS iPhone Category: Productivity Price: $4.99, Version: 1.0 (iTunes) Description: *** 50% off introductory price! ​***Get the high-end experience of a Wacom tablet at a fraction of the price with Astropad Mini!• "Astropad is my new go-to retouching tool while on the go, which is often." - FStoppers• "In... | Read more »
Emo Chorus (Music)
Emo Chorus 1.0.0 Device: iOS Universal Category: Music Price: $1.99, Version: 1.0.0 (iTunes) Description: Realistic Choir simulator ranging from simple Chorus emulation to full ensemble Choir with 128 members.### introductory offer 60% off ### | Read more »
Forest Spirit (Games)
Forest Spirit 1.0.5 Device: iOS Universal Category: Games Price: $2.99, Version: 1.0.5 (iTunes) Description: | Read more »
Ski Safari 2 (Games)
Ski Safari 2 1.0 Device: iOS Universal Category: Games Price: $1.99, Version: 1.0 (iTunes) Description: The world's most fantastical, fun, family-friendly skiing game is back and better than ever!Play as Sven's sister Evana, share the action in multiplayer mode, perform awesome new tricks on snowboards and skis, and ride on crazy... | Read more »
Lara Croft GO (Games)
Lara Croft GO 1.0.47768 Device: iOS Universal Category: Games Price: $4.99, Version: 1.0.47768 (iTunes) Description: Lara Croft GO is a turn based puzzle-adventure set in a long-forgotten world. Explore the ruins of an ancient civilization, discover well-kept secrets and face deadly challenges as you uncover the myth of the Queen... | Read more »
Whispering Willows (Games)
Whispering Willows 1.23 Device: iOS Universal Category: Games Price: $4.99, Version: 1.23 (iTunes) Description: **LAUNCH SALE 50% OFF** - Whispering Willows is on sale for 50% off ($4.99) until September 9th. | Read more »
Calvino Noir (Games)
Calvino Noir 1.1 Device: iOS iPhone Category: Games Price: $3.99, Version: 1.1 (iTunes) Description: The film noir stealth game. Calvino Noir is the exploratory, sneaking adventure through the 1930s European criminal underworld. Architecture meets Noir as you become unwillingly entangled in a revolutionist plot. | Read more »
Angel Sword (Games)
Angel Sword 1.0 Device: iOS Universal Category: Games Price: $6.99, Version: 1.0 (iTunes) Description: Prepare to adventure in the most epic full scale multiplayer 3D RPG for mobile! Experience amazing detailed graphics in full HD. The battle of immortals has begun. Choose your side.FEATURES: | Read more »
All contents are Copyright 1984-2010 by Xplain Corporation. All rights reserved. Theme designed by Icreon.