A new eye-tracking study by Tobii Technology and Mediative reveals that the leaderboard banner ad remains the most visible and effective way to reach consumers online, regardless of the device used to display it. In fact, in some instances, the iPad beats desktop computers.
Titled “The Effectiveness of Display Advertising on a Desktop PC vs. a Tablet Device,” the study recorded the gaze patterns of participants to measure what specific types of ads received the most attention on the Apple iPad versus full-fledged computers.
The ads included leaderboard banner, skyscraper and big box.
“The ways users consume media differ widely across devices, leaving mobile decision-makers to question the most effective placement and potential ROI of their advertising,” said Gord Hotchkiss, chief strategy officer at Mediative.
“Because of Tobii’s eye-tracking technology and analysis, we are now able to provide both quantitative and qualitative data that will support these decision-makers on how to best allocate their media spend across these widely popular devices,” added Hotchkiss.
Touching on leaderboard banner ads in particular, Mediative and Tobii researchers found that they were the most visible ad format on the iPad.
The banner ads performed significantly higher than other types of ads on the Apple tablet, “as consumers fixated on them 44 percent longer than the next best performing ad, thus engaging longer with its content.”
The iPad scored higher marks in visibility, holding the user’s attention 22.5 percent longer than on a PC.
However, Tobii cautions that leaderboards on PCs were seen more than twice as fast.
On both iPad and PC, the leaderboard banner is “the most effective attention grabber,” the study concluded, as it had the highest percentage of people noticing them.
More information about the study can be found at Tobii’s official website,
here.
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