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Eye-Tracking Study Reveals Majority of Mobile Ads “Ignored”

Eye-Tracking Study Reveals Majority of Mobile Ads “Ignored”


The study suggests that "billions" could be being wasted.

An eye-tracking study by Artificial Intelligence company GumGum has found that the most widely-used formats of mobile ads were “unnoticed”, as 1,200 trialed users scrolled through web content on their mobile phones.

The mobile ad formats in question were the most commonly-used Internet Advertising Bureau (IAB) formats, such as banners, which were only seen for an average of 1.43 seconds.

Banner ads which were permanently fixed at the bottom of the screen were even less effective according to the study, garnering just 0.8 seconds on average of viewing time.

With figures from eMarketer projecting that advertisers will spend over £139 billion on mobile in 2018, the findings highlight that billions of pounds could be wasted on ineffective advertising.

“Old ad standards simply aren’t working because consumers are becoming ‘banner blind’,” said Phil Schraeder, president and COO of GumGum.

“They’re so savvy about these formats, they’re willfully ignoring adverts online. It’s time for advertisers to consider new, rich media formats that are integrated into the content we see online.”

While standardised IAB mobile ad formats did not perform well, the study - which created heat maps as a visual representation of where user attention was most concentrated - showed that ads integrated into the editorial performed best.

Users spent over 300% more on these integrated adverts – such as those dynamically tailored to the page where they are served – compared to the average of the standard IAB ads - and resulted in a 50% boost in consumer brand recall.

The question of whether mobile advertising is matching the pace of a “mobile-first world” was raised recently on PerformanceIN by Marfeel’s Alexian Chiavegato, who claimed the reality of advertising on mobile “trails far behind the glory”.

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Mark  Jones

Mark Jones

Mark manages all aspects of editorial on PerformanceIN as the company's Head of Content, including reporting on the fast-paced world of digital marketing and curating the site’s network of expert industry contributions.

Going by the ethos that there is no 'jack-of-all-trades' in performance marketing, only experts within their field, Mark’s day-to-day aim is to provide an engaging platform for members to learn and question one another, helping to push the industry forward as a result.

Originally from Plymouth, Mark studied in Reading and London, eventually earning his Master's in Digital Journalism- before making his return to the West Country to join the PI team in Bristol.

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