Online advertising creative tips
Document Actions
2004 Eyetracking study update
Poynter have been running Eyetracking studies for several years in order to resarch how viewers of media sites interact with them. While behaviour is likely to be different for destination sites, there are still learnings in terms of positioning of key messages, images and copy size that can be gleaned from this research.
The main recommendations are:
- Mid to top left is starting point for viewing (destination sites this is more typically the centre of screen - it reflects different page layouts)
- The balance between headline font size and related copy blurb was important. If headlines too large then scanning occurred and blurb wouldn't be read.
- Underlined headlines were less effective than straight headlines (which still contained hyperlinks)
- Breaks between content such as rules stopped scanning
- Readers did view beyond the fold down the page, but just scanning for items of interest
- Ads were most effective when tightly integrated with copy
Please bookmark this article if you found it useful (just two clicks).
Please add your comments, experiences or link suggestions to inform me and other visitors to my site.
I've set it up to be quick, but you can't add true hyperlinks - just text.
Thanks, Dave Chaffey.
