Online ads and the iPad: The banner is still king
TweetFollow Us on Twitter

Online ads and the iPad: The banner is still king

Tobii Technology (www.tobii.com), which specializes in eye tracking and gaze interaction, in partnership with Mediative (www.mediative.com.) -- a digital marketing company specializing, among other things, in market-leading digital performance analysis -- has released the findings of a new eye-tracking study, revealing that, regardless of device, the leaderboard banner ad remains the most visible and effective way to reach consumers online.

The study compares the consumption of online ads between a traditional computer and an iPad.

"The ways users consume media differ widely across devices, leaving mobile decision-makers to question the most effective placement and potential ROI [return on investment] of their advertising," says Gord Hotchkiss, chief strategy officer at Mediative. "Because of Tobii’s eye-tracking technology and analysis, we are now able to provide both quantitative and qualitative data that will support these decision-makers on how to best allocate their media spend across these widely popular devices."

The study, titled "The Effectiveness of Display Advertising on a Desktop PC vs. a Tablet Device," used the Tobii T60 Eye Tracker and Tobii X60 Eye Tracker and Mobile Device Stand to record the gaze patterns of participants and to measure what specific types of ads (leaderboard banner, skyscraper and big box) received the most attention on both a computer and an iPad. In regards to leaderboard banner ads, Mediative and Tobii researchers found the following:

° Most visible ad format on the iPad: leaderboard banner ads on the iPad performed significantly higher than other ads on the iPad, as consumers fixated on them 44% longer than the next best performing ad, thus engaging longer with its content.

° More visible on the iPad than on the computer: leaderboard banners held the user’s attention 22.5% longer on the iPad than on a computer. However, leaderboards on the the computer were seen more than twice as fast as on the iPad.

° Most effective attention grabber: for both the computer and iPad, leaderboard banner ads were the most effective in grabbing the consumer’s attention. Across devices, these ads were seen the quickest and had the highest percentage of people noticing them.

Based on these observations, the research team concluded that the top part of the web page still remains the most visible and most coveted real estate on the web, regardless of device. The team also recommends that, as the media landscape is becoming increasingly more fragmented by the availability of new mobile devices, online advertisers need to be mindful of the display ads they place as well as how they will most likely be consumed by the target audience.

 

Community Search:
MacTech Search:

Software Updates via MacUpdate

Bartender 3.0.32 - Organize your menu-ba...
Bartender lets you organize your menu-bar apps by hiding them, rearranging them, or moving them to Bartender's Bar. You can display the full menu bar, set options to have menu-bar items show in the... Read more
Adobe Animate CC 2018 18.0.1.115 - Anima...
Animate CC 2018 is available as part of Adobe Creative Cloud for as little as $19.99/month (or $9.99/month if you're a previous Flash Professional customer). Animate CC 2018 (was Flash CC) lets you... Read more
Adobe Lightroom Classic CC 7.1 - Import,...
Adobe Lightroom is available as part of Adobe Creative Cloud for as little as $9.99/month bundled with Photoshop CC as part of the photography package. Lightroom 6 is also available for purchase as a... Read more
ExpanDrive 6.1.8 - Access cloud storage...
ExpanDrive builds cloud storage in every application, acts just like a USB drive plugged into your Mac. With ExpanDrive, you can securely access any remote file server directly from the Finder or... Read more
ExpanDrive 6.1.8 - Access cloud storage...
ExpanDrive builds cloud storage in every application, acts just like a USB drive plugged into your Mac. With ExpanDrive, you can securely access any remote file server directly from the Finder or... Read more
DiskCatalogMaker 7.2.7 - Catalog your di...
DiskCatalogMaker is a simple disk management tool which catalogs disks. Simple, light-weight, and fast Finder-like intuitive look and feel Super-fast search algorithm Can compress catalog data for... Read more
DiskCatalogMaker 7.2.7 - Catalog your di...
DiskCatalogMaker is a simple disk management tool which catalogs disks. Simple, light-weight, and fast Finder-like intuitive look and feel Super-fast search algorithm Can compress catalog data for... Read more
Iridient Developer 3.2.1 - Powerful imag...
Iridient Developer (was RAW Developer) is a powerful image-conversion application designed specifically for OS X. Iridient Developer gives advanced photographers total control over every aspect of... Read more
BusyContacts 1.2.7 - Fast, efficient con...
BusyContacts is a contact manager for OS X that makes creating, finding, and managing contacts faster and more efficient. It brings to contact management the same power, flexibility, and sharing... Read more
MegaSeg 6.0.5 - Professional DJ and radi...
MegaSeg is a complete solution for pro audio/video DJ mixing, radio automation, and music scheduling with rock-solid performance and an easy-to-use design. Mix with visual waveforms and Magic... Read more

Latest Forum Discussions

See All

The best deals on the App Store this wee...
A new week means new discounts on the App Store. This week's deals run the gamut of action-adventure titles, puzzle games, and one of the best narrative adventure series out there. If you're looking to fill out your mobile gaming library on a... | Read more »
What you need to know about Animal Cross...
We hope you've been hard at work on collecting all of those holiday items in Animal Crossing: Pocket Camp, because you're about to get a whole new list of fun things to do as the game receives its first big update sometime soon. There are a lot of... | Read more »
Reigns: Her Majesty guide - how to use e...
Ruling a kingdom isn't easy--doubly so for a queen whose every decision is questioned by the other factions seeking a slice of power. Reigns: Her Majesty builds on the original game's swipey tactics, adding items that you can use to move the story... | Read more »
The best new games we played this week -...
Friday has crept up on us once again, so it's time to honor the best new games we've played over the past few days. This past week was a pretty exciting one, with the debut of lots of beautiful new indies and some familiar faces returning to the... | Read more »
Portal Knights guide- beginner tips and...
Portal Knights is finally making the jump to iOS and Android, and it's already climbing the ranks to become the next big MMO experience on mobile. This sprawling sandbox game will let you pursue any adventure you wish, whether you want to sling... | Read more »
Reigns: Her Majesty guide - how to swipe...
Reigns: Her Majesty is storming the App Store this week, bringing more tinder-esque kingdom building to eager players everywhere. If you've played the original Reigns, you'll know that leading a kingdom is never easy. It's a careful balancing act... | Read more »
Getting Over It (Games)
Getting Over It 1.0 Device: iOS Universal Category: Games Price: $4.99, Version: 1.0 (iTunes) Description: A game I madeFor a certain kind of person To hurt them. • Climb up an enormous mountain with nothing but a hammer and a pot.•... | Read more »
Reigns: Her Majesty (Games)
Reigns: Her Majesty 1.0 Device: iOS Universal Category: Games Price: $2.99, Version: 1.0 (iTunes) Description: | Read more »
Pocket Legends Adventures guide - how to...
Pocket Legends Adventures is a fun action adventure RPG that takes control when you want it to, but also opens itself for player input, too, if you're looking to tkae a more active role in combat. Regardless of play style, the game can be quite... | Read more »
Portal Knights (Games)
Portal Knights 1.2.4 Device: iOS Universal Category: Games Price: $4.99, Version: 1.2.4 (iTunes) Description: Craft your adventure. Forge your hero. Become the ultimate Portal Knight! | Read more »

Price Scanner via MacPrices.net

Apple Watch Series 2, Certified Refurbished,...
Apple has Certified Refurbished Apple Watch Nike+ Series 2s, 42mm Space Gray Aluminum Case with Anthracite/Black Nike Sport Bands, available for $249 (38mm) or $279 (42mm). The 38mm model was out of... Read more
Apple offers Certified Refurbished 2016 12″ R...
Apple has Certified Refurbished 2016 12″ Retina MacBooks available starting at $949. Apple will include a standard one-year warranty with each MacBook, and shipping is free. The following... Read more
B&H drops price on 13″ 256GB MacBook Air...
B&H has the 13″ 1.8GHz/256GB Apple MacBook Air (MQD42LL/A) now on sale for $1079 including free shipping plus NY & NJ sales tax only. Their price is $120 off MSRP, and it’s the lowest price... Read more
Holiday sale: 9″ iPads starting at $299, take...
MacMall has 9″ WiFi iPads on sale for $30 off including free shipping: – 9″ 32GB WiFi iPad: $299 – 9″ 128GB WiFi iPad: $399 Read more
Green Monday deal: 15″ 2.8GHz MacBook Pro on...
B&H Photo has the 15″ 2.8GHz Space Gray MacBook Pro on sale for $250 off MSRP for today only as part of their Green Monday/Holiday sale. Shipping is free, and B&H charges sales tax for NY... Read more
Green Monday sale: B&H offers 12″ Apple i...
B&H Photo has 12″ iPad Pros on sale for up to $150 off MSRP as part of their Green Monday/Holiday sale. Shipping is free, and B&H charges sales tax in NY & NJ only: – 12″ 64GB WiFi iPad... Read more
Holiday deal: 21″ and 27″ Apple iMacs on sale...
MacMall has 2017 21″ and 27″ Apple iMacs on sale for up to $200 off MSRP. Shipping is free: – 21″ 2.3GHz iMac: $999 $100 off MSRP – 21″ 3.0GHz iMac: $1199 $100 off MSRP – 21″ 3.4GHz iMac: $1379 $120... Read more
Holiday deal: Apple Mac minis for up to $150...
MacMall has Mac minis on sale for up to $100 off MSRP, each including free shipping: – 1.4GHz Mac mini: $399 $100 off MSRP – 2.6GHz Mac mini: $599 $100 off MSRP – 2.8GHz Mac mini: $949 $50 off MSRP... Read more
Beats by Dr. Dre – BeatsX Earphones on sale f...
Best Buy has BeatsX Earphones on sale for $109, $40 off, on their online store. Sale price for online orders only. Choose free store pickup, if available, or choose free shipping. Read more
10″ 64GB WiFi Apple iPad Pros on sale for $59...
MacMall has 10.5″ 64GB Apple iPad Pros on sale for $599 including free shipping. That’s $50 off MSRP and among the lowest prices available for these iPads from any Apple reseller. Read more

Jobs Board

*Apple* Retail - Multiple Positions - Apple,...
Job Description:SalesSpecialist - Retail Customer Service and SalesTransform Apple Store visitors into loyal Apple customers. When customers enter the store, Read more
*Apple* Retail - Multiple Positions - Apple,...
Job Description: Sales Specialist - Retail Customer Service and Sales Transform Apple Store visitors into loyal Apple customers. When customers enter the store, Read more
*Apple* Retail - Multiple Positions - Apple,...
Job Description:SalesSpecialist - Retail Customer Service and SalesTransform Apple Store visitors into loyal Apple customers. When customers enter the store, Read more
*Apple* Information Security - Security Data...
# Apple Information Security - Security Data Analyst Job Number: 113119545 Austin, Texas, United States Posted: 10-Nov-2017 Weekly Hours: 40.00 **Job Summary** This Read more
*Apple* Retail - Multiple Positions - Apple,...
Job Description: Sales Specialist - Retail Customer Service and Sales Transform Apple Store visitors into loyal Apple customers. When customers enter the store, Read more
All contents are Copyright 1984-2011 by Xplain Corporation. All rights reserved. Theme designed by Icreon.