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
$99.62
Apple Inc.
+1.72
GOOG
$725.27
Alphabet Inc.
+5.18
MSFT
$52.12
Microsoft Corporation
+0.53
MacNews Search:
Community Search:
view counter

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

WRIO Keyboard (Utilities)
WRIO Keyboard 1.0 Device: iOS iPhone Category: Utilities Price: $2.99, Version: 1.0 (iTunes) Description: 40% OFF DURING LIMITED INTRODUCTORY OFFER | Read more »
Hatoful Boyfriend (Games)
Hatoful Boyfriend 1.0 Device: iOS Universal Category: Games Price: $4.99, Version: 1.0 (iTunes) Description: The hit PC game that everybirdie loves has now migrated to your mobile device! Now you are free to explore the wonders of St. PigeoNation’s Institute wherever you may be, which birdie will you meet while on your travels? | Read more »
Warp Shift (Games)
Warp Shift 1.0 Device: iOS Universal Category: Games Price: $2.99, Version: 1.0 (iTunes) Description: [ CHECK YOUR HARDWARE: Warp Shift does NOT run on iPhone 4, iPad 1 and iPod touch 4G or older devices! It requires at least iOS8 and runs on iPhone 4S to iPhone 6+, iPad mini 1 and 2, iPad Pro, iPad 2 (or newer) and iPod touch 5G... | Read more »
Lifeline: Whiteout (Games)
Lifeline: Whiteout 1.0.2 Device: iOS Universal Category: Games Price: $2.99, Version: 1.0.2 (iTunes) Description: Alone in a frozen wasteland with no memory of how he got there, a lost adventurer’s only hope is his last line of communication – to YOU! Guide him to safety and help him find his identity in this gripping story of... | Read more »
Castles of Mad King Ludwig (Games)
Castles of Mad King Ludwig 1.0.1 Device: iOS Universal Category: Games Price: $6.99, Version: 1.0.1 (iTunes) Description: | Read more »
How to command and conquer in Raid HQ
Raid HQ is a satisfyingly deep base building game with over-the-top macho action and explosions. This little free to play bundle gives you a lot to do from managing a squad to building the most powerful base you possibly can. [Read more] | Read more »
How to build a successful civilisation i...
GodFinger 2 grants you godlike powers, leaving you to raise a civilization of followers. In the spirit of games like Black & White, the GodFinger games will see you building bigger and better villages, developing more advanced technology and resources while keeping your followers happy. [Read more] | Read more »
How to get all the crabs in Mr Crab 2
Mr. Crab 2 may look like a cutesy platformer for kids, but if you're the kind of person who likes to complete a game 100%, you'll soon realise that it's a tougher than a crustacean's shell. [Read more] | Read more »
How to be a star in Britney Spears: Amer...
If you've ever wanted to be a star, baby, then you've probably already checked out Britney Spears: American Dream and are happily making your way up the charts. But fame doesn't come easy, and everyone needs a helping hand sometimes. So we've got some tips to make sure you end up getting money for nothing and your chicks for free. [Read more] | Read more »
AppSpy is hiring a part time Staff Write...
| Read more »
All contents are Copyright 1984-2010 by Xplain Corporation. All rights reserved. Theme designed by Icreon.