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.

 
Community Search:
MacNews Search:
See All
view counter

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

Galaxy of Trian (Games)
Galaxy of Trian 1.1.0 Device: iOS Universal Category: Games Price: $6.99, Version: 1.1.0 (iTunes) Description: Galaxy of Trian is an exciting, fast paced digital board game based on the highly acclaimed tabletop title. | Read more »
Dead In Bermuda (Games)
Dead In Bermuda 1.0 Device: iOS Universal Category: Games Price: $4.99, Version: 1.0 (iTunes) Description: | Read more »
The Little Fox (Games)
The Little Fox 1.0.1 Device: iOS Universal Category: Games Price: $2.99, Version: 1.0.1 (iTunes) Description: The Little Fox is an alternative perspective on the world-renowned ‘fairy tale for adults', The Little Prince by Antoine de Saint-Exupéry, where the Fox takes the place of the protagonist – a charming little character with... | Read more »
5 popular free fertility apps
There was a good article this week in The Independent about how more women are using fertility appsas a de facto form of contraception. It's apparently not working too well, leading to numerous unwanted pregnancies. [Read more] | Read more »
How to get more cars in CSR Racing 2
NaturalMotion and Zynga brought a lot of real life cars to the table for CSR Racing 2. From souped up everyday rides made by Nissan and Hyundai to supercars produced by the likes of McLaren and Pagani, there really is something for everyone. [Read more] | Read more »
Crypt of the NecroDancer Pocket Edition...
Crypt of the NecroDancer Pocket Edition 1.0 Device: iOS Universal Category: Games Price: $4.99, Version: 1.0 (iTunes) Description: Crypt of the NecroDancer is an award winning hardcore roguelike rhythm game. Move to the music and deliver beatdowns to the beat! Groove to the epic Danny Baranowsky soundtrack, or easily select songs... | Read more »
Gear-grinding puzzle title Inner Circle...
If you saw our post earlier this month announcing the imminent release of ZPlay’s new creation, Inner Circle, you’ll be happy to know that it’s now available on the App Store. Established in 2010, developer and publisher ZPlay have taken the mobile gaming industry by storm, attracting an impressive collection of over 400 million users to date and... | Read more »
CSR Racing 2: Your guide to what's...
CSR Racing 2, or CSR2, as it likes to call itself, has finally arrived. The follow-up to the immensely popular drag racing game CSR Racing is the first release from NaturalMotion since the studio's acquisition by Zynga in early 2014. [Read more] | Read more »
Nanuleu (Games)
Nanuleu 1.1 Device: iOS Universal Category: Games Price: $2.99, Version: 1.1 (iTunes) Description: Nanuleu is a strategy game where you take control of ancient magical trees that protect the land from an invading dark force.A destructive power is approaching, the ancient trees have sensed it and have awaken from the long sleep. | Read more »
The Slaughter: Act One (Games)
The Slaughter: Act One 1.0.323 Device: iOS Universal Category: Games Price: $3.99, Version: 1.0.323 (iTunes) Description: “The game mixes realism and surrealism to create a story that can cause just as much laughter as fear. A-” - Just Adventure “Has its moments of laughter and sheer horror to excite any avid gamer who loves a... | Read more »
All contents are Copyright 1984-2010 by Xplain Corporation. All rights reserved. Theme designed by Icreon.