Eye tracking findings emphasise the importance of measuring attention in digital advertising
Tech company Adnami has hailed new findings by research company Userneeds and OMD Denmark that lays bare the attention-grabbing power of high impact formats, some of which proved to deliver 45 times more attention than standard display ads.
The data, collected over a 6 month period across a selected range of advertisers, pointed to the difference between viewability and attention generated by various formats – from standard display ads of various sizes to Adnami’s high-impact top scroll and interscroll formats.
