Ads That Get Your Attention
Alex Wozny • February 14, 2017
Which online ad creative elements capture consumers attention and are most likely to be seen the most?
Researchers from Fairfax Media presented a range of different ads and tracked eye movement/gaze in their study. Participants also engaged in an ad-recall exercise and experience discussions.
Top elements included:
1. Contrasting colors/brand colors
2. Simple, concise messaging
3. Clear, uncluttered design
4. Prominent brand logos/symbols
Ads that matched brands' other online/offline campaign elements also had higher engagement/recall. Read the Study (It’s free on sign up!)
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