Why it pays to play by the rules of attention

Explores the practical steps that brands can take to optimise the attention levels their ads create.

Need to know

  • IAB UK partnered with Lumen and IPSOS MORI to explore how context, clutter, targeting, page position and format impact the attention that online ads generate.
  • The eye-tracking study encompassed ‘task sites’ such as Rightmove and National Rail, content sites including Bored Panda and Expert Reviews, and editorially-curated ‘premium’ content publishers such as The Guardian and Good Ho

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