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Summary
Havas and Teads reported on eye-tracking research that they did with Lumen on a number of websites on both desktop and mobile. They then analyzed a number of factors related to attention to digital display and video ads including ad format, demographics, category of the site’s domain, type of content on the site and characteristics of the publisher environment. The research generally confirmed their hypothesis that deeper engagement with content, with lower scroll speeds, led to longer amounts of time that ads are in view and greater attention to those ads. Ads on Teads publishers’ sites, in particular, garner greater attention than other digital ads, and Teads’ formats garner more attention than standard ads in the same category, particularly for display. This research has helped Havas to quantify the value of their inventory to optimize planning for attention and develop a curated approach to programmatic. They refer to this approach as the “Havas Meaningful Market Place.”
