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
$130.28
Apple Inc.
+0.00
GOOG
$565.06
Google Inc.
+0.00
MSFT
$47.87
Microsoft Corporation
+0.00
MacNews Search:
Community Search:
view counter

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

Use Batting Average and the Apple Watch...
Batting Average, by Pixolini, is designed to help you manage your statistics. Every time you go to bat, you can use your Apple Watch to track  your swings, strikes, and hits. [Read more] | Read more »
Celebrate Studio Pango's 3rd Annive...
It is time to party, Pangoland pals! Studio Pango is celebrating their 3rd birthday and their gift to you is a new update to Pangoland. [Read more] | Read more »
Become the World's Most Important D...
Must Deliver, by cherrypick games, is a top-down endless-runner witha healthy dose of the living dead. [Read more] | Read more »
SoundHound + LiveLyrics is Making its De...
SoundHound Inc. has announced that SoundHound + LiveLyrics, will be one of the first third-party apps to hit the Apple Watch. With  SoundHound you'll be able to tap on your watch and have the app recognize the music you are listening to, then have the lyrics scroll across the screen in time with the song. As you listen to more music the app will... | Read more »
Adobe Joins the Apple Watch Lineup With...
A whole tidal wave of apps are headed for the Apple Watch, and Adobe has joined in with 3 new ways to enhance your creativity and collaborate with others. The watch apps pair with iPad/iPhone apps to give you total control over your Adobe projects. [Read more] | Read more »
Z Steel Soldiers, Sequel to Kavcom'...
Kavcom has released Z Steel Soldiers, which continues the story of the comedic RTS originally created by the Bitmap Brothers. [Read more] | Read more »
Seene Lets You Create 3D Images With You...
Seene, by Obvious Engineering, is a 3D capture app that's meant to allow you to create visually stunning 3D images with a tap of your finger, and then share them as a 3D photo, video or gif. [Read more] | Read more »
Lost Within - Tips, Tricks, and Strategi...
Have you just downloaded Lost Within and are you in need of a guiding hand? While it’s not the toughest of games out there you might still want some helpful tips to get you started. [Read more] | Read more »
Entertain Your Pet With Your Watch With...
The Petcube Camera is a device that lets you use live video to check in on your pet, talk to them, and play with them using a laser pointer - all while you're away. And the Petcube app is coming to the Apple Watch, so you'll be able to hang out with your pet with all the convenience of checking your watch. [Read more] | Read more »
Now You Can Manage Your Line2 Calls With...
You'll be able to get your Line2 cloud phone service on the Apple Watch very soon. The watch app can send and receive messages using hands-free voice dictation, or by selecting from a list of provided responses. [Read more] | Read more »
All contents are Copyright 1984-2010 by Xplain Corporation. All rights reserved. Theme designed by Icreon.