News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
On-page placement - the missing metric
An eye-tracking study, commissioned by MarketingSherpa, demonstrates that below-the-fold ad placements aren’t seen by the majority Internet users.
To discover whether on-page placement affected overall ROI, MarketingSherpa commissioned a study from Eyetools. The eye-tracking heatmap results demonstrated that placement does indeed have an affect on whether an ad is seen.
Ads placed below the fold weren’t seen by 75% of Internet users, the study found. Even ads placed above the fold were only seen by 60% of Internet users.
Media reports don’t currently provide information on where an ad is placed relative to the fold, unless buying premium placements such as leaderboards and skyscrapers. On-page placement would be a useful metric for marketers when assessing campaign effectiveness.
But, as Alexys Ruiz commented in a MediaPost article, while most marketers realise they pay premium CPMs for prominent placements, most don’t assume the trade-off for buying lower priced ads is that they won’t be seen by the majority of Internet users. “You're buying with the goal that your impressions will be viewed,” he said.
- Seniors unhappy with stereotypes used in advertising
- Top 3 SaaS myths debunked
- Traits independent retailers need to compete
- Report illustrates traditional vs. digital media consumption
- New tool to optimize, monitor content
- Study: Privacy concerns high for wearable tech
- Internet of Things not just for the tech-savvy
- Retale: 73% of parents to use mobile for back-to-school shopping
Featured White Papers
- Top 12 Marketing Tips for the Holidays
Sleigh bells ring, are you listening? Though the holidays might seem far away, leading retailers will start preparing for the...
- Three Converged Media Campaigns Worth Emulating
The old adage, "you get what you pay for" may no longer be true when it comes to traditional paid...