Fairfax uses eye tracking study to provide digital ad effectiveness

Eye tracking research on how consumers are engaging with different ad and content formats on desktop and mobile being used in new social media led campaign

Fairfax Media has launched a campaign off the back of its latest Eye Tracking Research Study aimed at showcasing how readers are interacting with digital advertising formats across desktop and mobile formats.

The eye tracking study was undertaken by Gateway Research and looked to review how readers engaged with the SMH desktop and smartphone offering. The emphasis was on the effectiveness of different advertising formats including native and display. Across the board, half of the desktop and mobile visitors surveyed visited the site at least one a day.

Among the top-line findings was that brands have milliseconds to communicate an ad message, and that ads with a simple layout, clear messaging and strong brand identity are more effective overall. For example, the research found Flight Centre’s display ads attracted the most attention thanks to using simple messaging, contrasting colours, fewer elements and prominent logo display.

In addition, brand discover articles delivered 20 times greater cut-through than standard ads, with consumers spending up to 1.5 minutes on some of the highest performing content, or an average of 50 seconds.The report said content that was relevant, on brand and featured strong visuals to maximise attention performed the best.

Another key insight was that top of page ad placements are more important than ad size on mobile or desktop, and that both have comparable attention across either screen format. Across mobile ad formats on first home pages for instance, break-up middle ad position scored an average ad view of 1.56 and visual penetration of 86 per cent, compared to banner top ad position, which secured 0.86 average ad view and 41 per cent visual penetration. This saw large break-up ads attract 81 per cent more eye gaze than a standard banner.

The report also said larger ad formats and persistent adhesion banner ads on mobile are three times more likely to get attention.

On desktop, the combination of gutters and top MREC ads gained the highest visual penetration (65 per cent), followed by top MREC ads (30 per cent) and middle leaderboards (30 per cent).

The results have now been put together in a 360-degree video, which features a narrator and visual cues to highlight the key finding describing the top four findings of the research. Fairfax is distributing this via a social media campaign across Facebook and LinkedIn.

“This Eye Tracking Study provides definitive insights on our audience’s behaviour across our digital news mastheads and allows us to continue to evolve our ad solutions to deliver engaged audiences for our clients,” said Fairfax Media commercial director, Tom Armstrong.

“This study provides our advertisers with insights about the most effective formats and placements, the value of native, and guidelines for creative to ensure brands create more effective experiences for audiences across our network.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is AI on course to take over human creativity?

Computers and artificial intelligence have come along at an exponential rate over the past few decades, from being regarded as oversized adding machines to the point where they have played integral roles in some legitimately creative endeavours.

Jason Dooris

CEO and founder, Atomic 212

Are you leading technology changes or is technology leading you?

In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?

Jean-Luc Ambrosi

Author, marketer

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Thanks for picking this up. We are always happy to add richness to our products and in turn the lives of our followers and fans.

Fitbit Middle East

​Fitbit announces new virtual race platform to enhance customer experience

Read more

Thanks for a very interesting article. B2B marketing seems tricky. I think that marketing plays a vital part - it can build the brand and...

Aaren

From tactical overhead to strategic growth driver: B2B marketing in the digital age

Read more

meanwhile loads of people with digital skills are not finding work or getting an opportunity to be hired?? Double standards perhaps.

Graduate dying on centrelink

Report reveals Australia faces digital skills shortage

Read more

These laws are in one way or other giving businesses to VPN service providers & other cyber utilities. Just read PureVPN claiming 37%...

Paige Hudson

Getting prepared for mandatory data breach reporting

Read more

Great Post.Thanks for sharing such an informative article.I have worked with Ally Digital Media and it has a very good service which is b...

Utkarsh Kansara

Predictions: 17 digital marketing trends for 2017

Read more

Latest Podcast

More podcasts

Sign in