There is no doubt that the ads that are not visible (for example, those that are hidden when we quickly scroll over a page) will never have the opportunity to French Email Lists be displayed and that those that we can see 100% have more opportunities to capture our attention. The issue of display ad visibility is in the limelight, especially since giants like Google announced that advertisers would only be charged for impressions with 100% ad viewability.

A viewable ad is usually defined as one that has at least 50% of its pixels on the screen for at least one second. In other words, a visible ad is one that is capable of being seen.

But for us to really see an ad, it is not enough just that it is visible. A new study by Mediative investigates the behavior of Internet users when it comes to detecting and seeing display ads on a web page and reaches some more than interesting conclusions about the type of ads with which consumers interact the most. To do this, they conducted, on the one hand, a survey of 1,400 participants and, on the other, they used eye-tracking techniques to observe directly how the interaction with the different ads took place, measuring different variables such as the time that the eyes were fixed on a Specific ad, the percentage of participants who viewed an ad, or the percentage who clicked on it.

The report emphasizes that the click-through rate is a very clear indication that an ad has been seen, but does not provide any information about the ads that do receive attention but are not clicked. And do not forget that an ad can influence a purchase without generating any clicks.

Of the ads served by the experiment, 76% met the criteria of being viewable, but only 16.6% of the ads were actually seen. In addition, the ads that appeared on the screen before scrolling were seen 50% more and 87% longer than those positioned after the scroll.

The research also revealed that ads related to the current task being carried out by the consumer are 80% more likely to be perceived than those related to searches carried out in the past. Additionally, those ads relevant to current search were viewed 67% longer, viewed an average of 2.59 times per user (versus 1.6 for unrelated ads), and received 5.7 times more clicks. .

Header ads are seen more, but those on the side are more clicked

On the other hand, respondents stated that the ads they paid most attention to were those in the header or at the top of the web. The eye-tracking study confirmed that these were the ads that were most quickly perceived and those that were seen by a greater percentage of people.

However, it was the ads on the side or within the text or content that were seen for the longest time and those that received the most clicks. These results confirm a previous report by Google where it was stated that the ads with the most visibility are those that are just above the scroll line and not at the top of everything.

Additionally, ads with poor design were less perceived, while those with attractive images, videos, or animation performed better. Finally, multiple exposure to the same ad, whenever relevant, also worked much better: on average, when there were multiple ads on the same page, they were seen by 2.7 more people and received 2.8 more clicks. In the event that the ad was shown on different websites, engagement increased even more: the percentage of clicks increased 162% between the first and second exposure, and 39% between the second and third.

Buying viewable impressions for an ad, and preferably on scroll, is just the first step. The data from this Mediative study shows some keys to going further and getting users to actually engage with ads, and it very clearly reveals that creating advertising programs that complete the user experience on the web works better than creating programs that interrupt that experience.

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