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QUICK HIT: Ad Creative to Capture User Attention

Posted on 1.30.2017

An eye-tracking study from Fairfax Media takes a closer look at which online ad creative elements best capture consumers attention, as well as the types of online ad formats seen most often on content websites, and the results might surprise you.

The researchers found that ads which were looked at and recalled most by participants were those with contrasting colors, simple/concise messaging, clear/uncluttered design, and prominent logos/symbols.

Fairfax Media also found that mobile break-up ads (larger units that appear in-line as consumers scroll) are both noticed more and looked at longer than smaller mobile banner ads.

See below to discover which desktop ad format was most effective.

Ad creative to capture user attention

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