UK – The context in which digital advertising is viewed has a significant impact on its effectiveness according to research by Lumen for Newsworks.
Ads on digital newsbrand sites were 84% more likely to be viewed than advertising on non-newsbrand sites according to the research which was conducted over the past 18 months by Lumen with Nectar.
The research consisted of a panel of 500 with laptop mounted eye-tracking cameras which could passively track people’s eye movements.
Mike Follett (pictured), managing director, Lumen said: “The more you...
— Jane Bainbridge, Research Live