Adnami eye tracking study shows how its ad formats improve user attention

Ad-tech company, Adnami, has released the findings by research company Userneeds and OMD Denmark that examines the efficacy of its high impact ad 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 top scroll and interscroll formats.

The study revealed that Adnami’s formats generated an average ten-fold uplift in attention, and in some (extreme) cases up to 45 times more attention per 1000 impressions when compared to standard display, according to Userneeds’ eye-tracking panel. What’s more, a standard display format (160×600) with the highest viewability was in fact the format with the lowest ability to drive user attention.
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The Data also links attention to effectiveness, measured on brand preference and ad recall. Unsurprisingly, the longer the ad is viewed for, the more likely it is to make an impact on brand perception, with the findings supporting the inclusion of high impact formats in campaigns by default.

Viewability is not the same as attention and this study shows that existing metrics don’t go far enough when it comes to understanding what ‘good’ looks like in digital media. The winners will be those who understand if their audiences connect with their creative and media, and if this connection delivers an outcome. This study highlights the importance of considering metrics in a deeper and more qualitative way. Viewability is meaningless if an audience is paying little attention.

Simon Kvist Gaulshøj, CEO, Adnami