Ads are 80% more likely to be seen on news brand sites

In a comparison of ad viewability, a study by Lumen found news brand sites to far outperform non-newsbrand sites, showing that ads were 80% more likely to be seen.

Using eye-tracking technology, the study found just 20% of all ‘viewable’ digital ads were actually seen by the participants. However, 24% of viewable ads were viewed on newsbrand sites compared to just 13% elsewhere.

Meanwhile, ads on newsbrands sites were noticed in around half the time required by other sites, and dwell time was almost twice as long.
— Nikki Gilliland, Econsultancy