A new study suggests that there may be an ideal amount of time that online adverts need to be viewable for in order for it to get the attention of consumers.
The internet is becoming increasingly saturated with content, which means it’s becoming even more difficult to catch people’s eye – and hold their gaze. According to The Drum, a recent eye-tracking study conducted by InSkin Media, Research Now and Sticky found that viewability had a clear impact on how long participants spent looking at an ad.
For an ad to achieve a minimum of one second of gaze time, it had to be viewable for an average of 26 seconds. For it to achieve two seconds of air time, the average viewability required is 33 seconds; and for anything three seconds or more, the ad would need an average viewability of 37 seconds.
A separate Think With Google article explains that a display ad is considered by the Media Rating Council to be viewable when 50% of its pixels are in view on the screen for at least one second. Viewability rate is defined by the percentage of ads deemed viewable out of the total number of ads measured. The average publisher viewability is 50.2%.
There are numerous factors that can affect and ad’s viewability, including ad size, its position on the page, industry and platform.
The InSkin Media, Research Now and Sticky study examined the eye-tracking patterns of 4,300 consumers to explore the issue further.
The results indicate that as much a 25% of ads defined as viewable are never actually looked at; an additional third only achieved gaze times of less than one second.The median gaze time for a viewable ad was actually found to be 0.7 seconds.
One of the main obstacles limiting gaze time is clutter on a page. In situations where the page was cluttered, gaze time decreased by a staggering 37%.
As Steve Doyle – InSkin Media’s CCO – explains, “Ad clutter significantly reduces the attention each ad receives. This translates into weaker recall and lower ad effectiveness.”
This means advertisers now have to find a careful balance between “more ads which drives more revenue, on a CPM basis, or less ads which mean stronger results for advertisers and a better user experience.”
We think there’s no question as to which of these two options is more likely to encourage long-term loyalty from followers and customers. What do you think?