QUICK HIT: Ad Creative to Capture User Attention

Pete Prestipino
by Pete Prestipino 30 Jan, 2017
QUICK HIT: Ad Creative to Capture User Attention

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.

Pete Prestipino
Pete Prestipino
Digital marketing executive with proven experience in all aspects of search engine optimization (SEO), performance-based advertising, consumer-generated/social media, email marketing, lead generation, Web design, usability, and analytics. - 20-year Internet marketing veteran, currently serving as the Digital Marketing Campaign Manager at Antenna Group (formerly Chicago Digital). - Former Editor-In-Chief of Website Magazine, and a regular speaker on Web technology digital marketing strategy - Author of several books on digital marketing Including Web 360: The Fundamentals of Web Success; Affiliate 360: The Fundamentals of Performance Marketing; Domains 360: The Fundamentals of Buying & Selling Domain Names, and SEO 360: The Fundamentals of Search Engine Optimization.