The results have been introduced by AI company GumGum in its eye-tracking research that analysed how customers interact with various advertising formats, and they’re not going to be to marketers liking.
The company used eye-tracking technology to analyze how much care consumers give to the most commonly used Internet Advertising Bureau (IAB) formats. The answer? Consumers largely ignored the advertisement formats since they navigated through content on their telephones.
In reality, the average time spent looking at those commercials were 1.42 seconds. With recent statistics from eMarketer estimating that ad spend will hit #139 billion in the UK this, in 2018 ‘banner blindness’ represents enormous issue for entrepreneurs.
There’s good news however. The study found that integrated advertisements, which can be tailored to the page where they’re served, vastly outperformed the IAB advertising. In reality, according to the research customers spend 3.14 times more on these adverts.
The success of integration
When it arrived remembering brands Integrated ads outperformed the conventional IAB formats.
People who had seen the integrated advertisements included in the analysis were 50% more likely to remember the brand behind the ad people that had seen the formats that are normal. GumGum puts this down to the higher amount of time customers had spent looking at the ads.
The company utilized heatmaps to demonstrate that ads placed within the image itself were the top.
“Old ad standards simply are not working because customers are becoming ‘banner’,” explained Phil Schraeder, President and COO of GumGum.
“They are so knowledgeable about those formats, they are willfully ignoring ads online. It’s time for advertisers to consider fresh media formats that are integrated. By making ads fit the circumstance of the page through in-image methods, consumers are more likely to participate with them and advertisers will avoid wasting billions”
We are in a period of transition for marketing. Ad blocking is employed by 400 million cellular users. New developer builds of Google Chrome for cellular will have integrated ad blockers, meaning that the most disruptive formats will be banned.
