Eye-tracking study confirms high-impact formats outperform standard display


Attention is directly linked to brand results

Format and creativity are the main drivers of attention

High impact deemed superior when it comes to grabbing attention

High-impact formats drive up to 72x more attention than standard display, report confirms importance of premium formats in driving attention to digital ads

LONDON, UK, May 3, 2022 /EINPresswire.com/ — High-impact digital ad formats capture and hold users’ attention far more effectively than their standard counterparts, according to new research from ad tech firm Adnami and attention technology specialist Lumen Research.

The joint study, which used a fully consented eye-tracking panel to measure the attention span and brand impact of high-impact advertising versus standard display advertising, shows that high-impact formats outperform standard formats by almost every possible measure.

Among the discoveries:

– On average, and across all areas, Adnami high impact formats are typically viewed between 2x and 4x as long as virtually any other ad unit

– Attention – which is much more important for Adnami formats than for standard displays – is directly linked to provoked and unsolicited brand recall

– Topscroll, Adnami’s top performing ad unit, is viewed 7x longer than the average standard display block on desktop and more than twice the average display block on mobile

– Adnami Skins and Midscrolls deliver 10x more attention than a 320×250 banner, according to Lumen benchmark data

– Creation plays a central role in maximizing the effectiveness of campaigns; with bold and simple messages proven to hit the hardest

The study, conducted in the UK and Nordic markets, used Lumen’s eye-tracking-based attention measurement metrics to measure the attention garnered by Adnami formats compared to the standard display. The impact of attention on brand recall and potential drivers of attention, including size, placement, creative and format, were also examined under the microscope.

Adnami CEO Simon Kvist Gaulshøj comments: “This study shows that format makes a huge difference when it comes to attracting attention – perhaps even more than creativity itself. Our industry is still getting used to working with the new attention metric. Here we have further proof of the importance of careful media planning, buying and measurement, and how critical high-impact formats are to achieving it. »

High impact proves superior when it comes to grabbing attention

The study shows that high-impact and standard formats are clearly differentiated by the time they are watched by an average user (defined as attention). When campaign delivery is understood through the lens of attention, it becomes clear that high-impact formats such as scrollers and skins significantly outperform the standard display.

The best-performing format was Desktop Topscroll, delivering an average of 5,476 seconds of attention per 1,000 impressions delivered. Some results even showed results up to 72 times higher than the standard display format.

Meanwhile, Skins generated 2,181 seconds of attention per 1,000 impressions, which is 10 times more attention than a 320 x 250 banner, according to Lumen’s benchmark data. And, compared to Lumen’s normative benchmarks, desktop Midscrolls generated 10.6x more attention compared to a 320×250 banner.

The study also revealed that high-impact formats have a much higher potential to capture and hold users’ attention compared to other ad formats.

Topscroll ads are viewed 7 times longer than the average standard desktop display unit and more than twice the average mobile display unit, while all Adnami formats are viewed approximately two to four times longer than any other ad unit on average.

Additionally, based on Lumen’s own attention metric, Topscroll outperforms all other formats by a factor of five on desktop and two to four on mobile. And that attention, in turn, is directly related to brand recall, which keeps increasing the more attention an ad receives.

Attention is directly linked to brand results

Simon Kvist Gaulshøj of Adnami continues: “As we continue our journey to improve media technology, we were delighted to partner with Lumen Research to test our high impact formats. Attention has yet to be adopted as a standard metric within the platforms we use to measure media quality, but that moment is fast approaching, and research like this helps explain why.

Format and creativity are the main drivers of attention

The study also underscores the fact that, when format choice is in place, creative plays a pivotal role in planning, reporting and maximizing attention on live campaigns. This proves that attention-demanding ads are kept simple, and it partially limits the number of so-called “visual groups”.

Indeed, four visual clusters is the maximum number the brain can easily process, the study finds, so it’s important for advertisers to try not to exceed that number. Individuals are less likely to remember a brand if they are overloaded, while emotional engagement is also reduced if there is too much clutter.

Mike Follett, CEO of Lumen, explains, “Advertisers often say they buy ‘eyeballs’. That’s why we use eye-tracking technology: to help brands measure, buy, and amplify real attention to their marketing efforts.

“But it’s also critical to consider how people view the content alongside an ad, and align the format with the content, to ensure maximum engagement.” The results of this study highlight the importance of high-impact formats and the need to design clear and uncluttered advertisements. »

For more information:

About Adami:
Adnami’s high-impact advertising platform delivers amazing advertising experiences for consumers and accelerated returns for publishers and brands. Adnami’s template-based, platform-agnostic approach to high-impact advertising provides a scalable, automated solution for running impactful, high-impact advertising campaigns. The company was launched in 2017 and today works with a wide range of customers across Europe, such as Heineken, BMW, American Express, Disney, Samsung and Amazon.

About Lumen Research:
Lumen is the world’s leading attention technology company, with large-scale permanent signs in the US and UK, and temporary signs in many other global markets. Lumen’s eye-tracking technology converts a user’s phone or desktop webcam into a high-quality eye-tracking camera, capturing not only what users can see, but also what they’re looking at Actually. Lumen’s eye tracking panels are recruited to be nationally representative and fully GDPR compliant.

Julia Linehan
The digital voice
+44 7799 894184
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