ost entirely ignored. The use of displays and banners in digital media is a widespread habit among advertisers, with multiple purchase methods (CPC, CPM, CPL). However, a recent study published by Nielsen and R&D Directors Email Lists investigates the attention that users pay to these banners. The conclusions, although for many they may not be surprising, are quite shocking: “ we practically ignore them in their entirety ”. To carry out this study, eyetracking technology and neuroscience have been used to be able to follow the trajectory of the eyes when the user browses the web and in different formats. In the research, respondents were asked to consult a page with different advertising formats such as banner and narrative for 15 seconds . Eyetracking of narrative advertising and banners
As we can see in the image, users scroll through the contents of the web and the native contents of the advertiser as if they came from the same source and there were no differences in issuer (as if it were news).
In contrast, in the second image we see how the banner receives almost no attention and goes unnoticed in most cases. Although impressive, these results are not a full stop. It is important to clarify that this does not mean the end of the banners, much less, the user when browsing is focused on it , we perceive the images even if we do not look at them directly. Narrative ads are capable of being part of the content of the web while banners are seen as completely foreign content to the web . As we have seen throughout the sessions, the display channel is not an inexpensive advertising format. On many occasions when carrying out practical exercises we have opted for the use of Betting Email List with large audiences as the most suitable and effective strategy to gain notoriety. With the data presented in this recent study, I believe that it is very important that we all reflect and do not get carried away by the habits of conventional media such as TV: because we reach many screens does not mean that users detect us and consider us.
Therefore, the location of these displays is very important to achieve notoriety among users. Appear located in sites of relevance to our users, where our content can be relevant to the consumer and blend in with the content offered by the site , is essential. In addition, users pay less and less attention, stop less at the sites and navigate faster, so the format of these displays must advance to a “ Rich Media ” format , less and less static and more interactive. An example of Rich Media is the campaign launched by the Italian brand Gucci, which follows a “Brand Week” strategy: the home of several specialized fashion media such as Vogue with a more interactive banner system that demands action from the user: an expandable skyscraper banner that starts a video playing. Lykke Li stars in Gucci’s new ‘fashion film’. In it, a love story is told between the firm and the artist, who sings his song “Just Like A Dream” while modeling some of the looks of the new collection. The film has a fresh air and its musical mysticism captivates the consumer.