Eye tracking study in partnership with Lumen shows effectiveness of digital news brands for brand advertising
Key findings from the research show premium formats not only lead to an increase in attention but also significantly boost brand recall and consideration.
Also beneficial to attention, recall and consideration were multiple ad exposures of the same brand on the same page as well as contextual and audience relevance.
Surveying over 2,500 MailOnline readers using eye tracking methodology to analyse both desktop and mobile premium ad formats, the study assessed homepage takeovers, sponsored content, video and high impact brand formats to understand performance in relation to attention.
With attention driving ad recall and uplift to brand consideration, this became a key metric by which premium digital content’s effectiveness for brand advertising can be demonstrated.
The findings were unveiled at an industry showcase event in Soho on Thursday evening. Presenter Gabby Logan was joined by a panel of experts on the subject of attention including Lumen’s managing director Mike Follet, Dentsu’s product director Katie Hartley, as well as Hannah Barnett, head of digital trading at Mail Metro Media.
As well as the research, the publisher also showcased their continued support for small businesses in an interview with Jamie Laing. The presentation finished with a panel on sustainability for the environment and the workforce, chaired by Mediatel CEO Greg Grimmer.
At the end of the presentation, the publisher revealed a Centre for Attention competition for advertisers starting next week. The contest will give away a free multi-platform campaign combined with full attention study to help one client put attention at the heart of their 2022 strategy.
Dominic Williams, Mail Metro Media’s executive director, advertising commented on the research, saying: “Understanding the big difference between ads being viewable and actually being viewed, we also know our advertisers’ campaigns have a much higher chance of being seen and remembered, with a greater effect brand choice.”
