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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Building a human-curated brand

If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.

Will Smith

Co-founder and head of new markets, The Plum Guide

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

It's a pretty interesting article to read. I will learn more about this company later.

Dan Bullock

40 staff and 1000 contracts affected as foodora closes its Australian operations

Read more

If you think it can benefit both consumer and seller then it would be great

Simon Bird

Why Ford is counting on the Internet of Things to drive customer engagement

Read more

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

Latest Podcast

More podcasts

Sign in