IAB UK, this summer released a Study called The Rules of Attention. The study explains the 5 rules for boosting ad attention online. IAB UK tested the quality of the environment, the location of the ad, the device-appropriate ad units, the targeting, and wether the cuttler matters.
The results point out that content sites and premium content sites generate more attention for ads than task sites. Task sites are related with meteorology, tests, etc. Content sites examples include Reddit, and Mashable. Premium content sites include The Guardian and Daily Mail.
The study concludes that fewer ads per screen generate more attention per ad. More relevant the targeting, higher attention the ads generate. The ad position matters, and ads below the fold can also generate high levels of attention when interest in the content is high. The study also discovered that ads optimised for the platform they are shown on boost attention.
IAB UK’s recommendations for the advertisers:
- Select high quality environments;
- For maximum impact keep ads in line or use persistent formats;
- Make sure there aren’t too many ads on the screen at any time;
- Use high quality first-party data to target people in market;
- Invest time in made-for-device creative.