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 be displayed and that those that we can see 100% have Maldives Email Lists 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 visibility.

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. .

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