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End of Story: Science Says Display Ads Consistently Work Well

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We’ve all heard the display nay-sayers…”customers don’t look at banners…they’re a waste of money.” In late 2010, the OPA used science to prove these folks wrong once and for all. The association’s report showed that computer users not only look at ads, but often respond to them with favorable emotionBest Ad Delivery Platform Innovation.”

Teaming up with Innerscope Research , a firm that uses biometrics to determine consumer response and other insights, the OPA put display ads to the test. The association found that “banner blindness” is not a majority response to display ads. In fact, customer eyes find ads rather quickly once landing upon a page.

Key study findings:

  • 96 percent of participants pay attention to OPA Ad Units while naturally surfing
  • 73 percent of users who fixated on units after the first ten seconds displayed a stronger emotional response to the advertising than to the rest of the webpage
  • On average it takes 0.6 seconds to fixate on an OPA Ad Unit
  • On average, participants fixate over 15 times on OPA Ad Units
  • 40 percent of these fixations occur after the first 10 seconds of being on a webpage

“A key question for advertisers is whether consumers notice their ad and if they engage with it; through Innerscope’s biometric technology we found that OPA Ad Units are having significant impact in driving emotional engagement,” said Pam Horan, President of the OPA. “We can actually see a participants’ eye tracking activity as they view the ad, read the content, and then return to the ad. The findings show that OPA Ad Units are not only drawing attention back to the advertising, but are also generating significant interest and therefore are a very effective platform for brand marketers to deliver messages.”

Here’s to hoping that your competitors believe in banner blindness. We don’t think you’ll mind having your customers’ undivided attention…

Posted by Jonah-Kai Hancock on Feb, 4, 2011   |   Tweet This |   Email This