Page 12 - AeM_July_2022

RESEARCH, ANALYSIS & TRENDS

“Ad clutter” on websites weakens

advertising attention

Attention to online advertisements increases larger ad is more effective at catching readers' attention
significantly when they are embedded in articles than several smaller ones. Advertising should therefore
and users engage with the content, according to improve the user experience, not to mention that cam-
the Project Trinity study of Havas Media Group paigns should engage the audience in a specific con-
and Teads. text to gain attention and convey a brand's message
effectively.
Conducted around a year ago, the study looked at what
factors have the greatest impact on user editorial en- The results show that "the quality of attention an ad
gagement and ad awareness, and the answer to that receives is as important a factor in advertising success
question is still relevant. as frequency," explains Caroline Hugonenc, SVP Re-
search & Insights at Teads, who also just presented the
Articles generate almost 600% more attention than sub- Teads Attention Program, which will provide brands
category pages and 160% more than homepages. Ads with optimal multi-screen reports of attention metrics in
placed in the middle of the screen on mobile receive Teads Ad Manager.
25% more attention than ads on the edge of the screen.
But most interestingly, the results showed that "ad clut- Through Teads' global reach at quality publishers and
ter" undermines attention: sports websites serve twice connected TV providers, and integration with industry-
as many ads per screen but generate half as much at- leading attention measurement partners, this ground-
tention per ad compared to news sites. breaking program will accelerate the understanding of
attention for media buyers and media owners by em-
On the other hand, a ratio of 20% between ads and powering them to plan, buy, optimize attention and re-
80% content optimizes user attention. Therefore, one porting on it to ultimately achieve a better return on me-

12 July 2022: Search Marketing