CONFIRMED: Web Users Ignore Ads (and Newspaper Users Don't?)
Jakob Nielsen offers another eye-tracking analysis (via Don Day at Lost Remote) that confirms what most people have long assumed: web users gravitate toward content, not ads. Thus, to make your ads more effective, make them look more like content, etc.
You've never heard of such studies? Well, neither have we. Maybe that's because "eye-tracking studies" for newspapers would be putting the cart miles ahead of the horse. After all, what's the use of an "eye-tracking study" if a user's eye never settles on the section in question, let alone the page or area of the page? What's the use of studying what ads readers pay attention to when 90% of the paper ends up un-glanced-at on the rear stoop?
We spend a lot of time talking about the impending death of the print newspaper industry, but what is far more startling is that advertisers still spend $50-plus billion a year on a medium in which only a fraction of the ads are ever seen, let alone paid attention to.
UPDATE: We had never heard of newspaper eye-tracking studies but that was evidently because we were web-provincial morons. As Kim Gregson points out in the comments, they've been around for at least 15 years. Here's a Poynter Institute story on the latest one. And here's Poynter's summary of them.
We will add this, though: When trying to assess whether your message has been delivered, the web can at least tell you whether a page has been viewed. A newspaper (or TV set) can't. And eye-tracking research doesn't make a bit of difference if papers are left on front steps or tossed in the recycling bin.
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The images above show ads around (not in) the content.
It would be interesting to find out if people will continue to ignore ads which appear within the content.
Nielsen's eye-tracking studies are interesting, but the conclusions he reaches from them are uninformed, at best.
Banner clickthrough rates are typically about 1/2 of 1%. That's a tiny percentage, but it reflects the fact that, most of the time, you aren't shopping.
That 1/2 of 1%, though, is what pays the bills at ad-supported web sites. That 1/2 of 1% is measurable and effective, too, leading advertisers to rapidly move their ad budgets to the Web.
Nielsen bases his recommendations on the other 99.5% - the page views and banner views that don't directly contribute to your bottom line.
Smart site owners know that it's that 1/2 of 1% that pays the bills; it's that 1/2 of 1% that has made Google a multi-billion dollar company; and that any "expert" that ignores that 1/2 of 1% is probably straying a little too far outside his area of expertise.
25 year old technology used to find that people don't look at ads! Industry Crumbles! Marketers Admit they have never heard of eye scan technology, yet they are in charge of analyzing the online space! Jakob Nielsen earns another 50K to tell us the color red is reddish! NASDAQ Nose-dives! Ads Not Center Of Everyones Universe After All! S.O.S! S.O.S.!
1. We can prove that nobody looks at them online.
2. We can't prove that anybody looks at them in print or TV.
Somehow for the last 50 years they have worked amazingly, but we're not sure how effective they will be in the future.
I don't have many good ideas for advertising, but I would definitely recommend to build something/content that people will pay for. The ad model may be dangerous in the long run.
In gaze-replay video it's obvious that while the user never focuses on the Fidelity ad, almost 100% of their time is spent looking in the portion of the screen containing the ad.
Certainly there's something to be said for peripheral vision, even if it's just recognizing the iconic Fidelity green.
Still, I continue to be struck that there is a 50/50 division in media spend in display and search. Clearly search ads provide more awareness (look at eye tracking on the SERP), greater CTR and higher ROI (35x in some of my research).
The key here is using (and measuring) banners, print and TV to drive search volume.
Thanks. Very helpful. Will update with your comments and Poynter info. Agreed--same goes for TV.
http://www.poynter.org/content/content_view.asp?id=105035
and here's a story with a picture of how they do the eyetrack with newspapers (print in general)
http://poynterextra.org/eyetrack2004/history.htm
The second concerns the last sentence - spending money on a medium where most ads are ignored...can't the same be said for television? People zap the commercials in lots of ways or take the low tech route and get a snack or catch up on the days gossip by talking to other people in the room. Advertisers spend a lot more on TV than on the internet and there's no sign that people pay any more attention to tv ads.
Kim Gregson