# Eye tracking findings emphasise the importance of measuring attention in digital advertising Author: Pal Sinha, Barnali Author URL: https://financedigest.com/author/pal-sinha-barnali Published: 2021-09-21 Category: BUSINESS Category URL: https://financedigest.com/category/business Meta Title: Research Reveals the Power of High Impact Ad Formats for Meta Description: Discover how Adnami's high impact formats deliver up to 45 times more attention than standard display ads, as shown by Userneeds and OMD Denmark research. URL: https://financedigest.com/eye-tracking-findings-emphasise-the-importance-of-measuring-attention-in-digital-advertisinghtml ![undefined](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/adnami-omd-study-release-1736837824929-compressed.jpg) _Data from Userneeds and OMD Denmark shines a light on the importance of high impact formats when it comes to grabbing audience attention_ Tech company [Adnami](https://www.adnami.io/) has hailed new findings by research company Userneeds and OMD Denmark that lays bare the attention-grabbing power of [high impact formats](https://www.adnami.io/ad-experience-centre), some of which proved to deliver 45 times more attention than standard display ads. The data, collected over a 6 month period across a selected range of advertisers, pointed to the difference between viewability and attention generated by various formats – from standard display ads of various sizes to Adnami’s high-impact top scroll and interscroll formats. The study revealed that [Adnami](https://www.adnami.io/)’s formats generated an average ten-fold uplift in attention, and in some (extreme) cases up to 45 times more attention per 1000 impressions when compared to standard display, according to Userneeds’ eye-tracking panel. What’s more, a [standard display format](https://www.financedigest.com/eye-tracking-study-confirms-that-high-impact-formats-outperform-standard-display.html "Eye-tracking study confirms that high impact formats outperform standard display") (160×600) with the highest viewability was in fact the format with the lowest ability to drive user attention. ​​ The Data also links attention to effectiveness, [measured on brand](https://www.financedigest.com/brand-metrics-bolsters-client-services-team-as-brand-lift-measurement-booms.html "Brand Metrics bolsters client services team as brand lift measurement booms") preference and ad recall. Perhaps unsurprisingly, the longer the ad is viewed for, the more likely it is to make an [impact on brand](https://www.financedigest.com/first-listener-wide-study-reveals-brand-impact-of-radio-livestream-and-podcasts.html "First listener-wide study reveals brand impact of Radio, Livestream, and Podcasts") perception, with the findings _supporting the inclusion_ of high impact formats in campaigns by default. _“Viewability is not the same as attention and this study shows that existing metrics don’t go far enough when it comes to understanding what ‘good’ looks like in_ [digital media,” says](https://www.financedigest.com/42-of-retailers-say-payment-over-time-solutions-are-very-important-to-ensuring-future-digital-innovation.html "42% of retailers say payment-over-time solutions are ‘very important’ to ensuring future digital innovation") **Adnami’s CEO, Simon Kvist Gaulshøj**. “ _The_ _winners will be those who understand if their audiences connect with their creative and media, and if this [connection delivers](https://www.financedigest.com/homelyfe-opens-up-its-technology-stack-with-the-launch-of-its-partner-platform-to-deliver-its-vision-of-a-modern-connected-insurance-experience.html "Homelyfe opens up its technology stack with the launch of its Partner Platform to deliver its vision of a modern, connected insurance experience") an outcome_. This study highlights the importance of considering metrics in a deeper and more qualitative way. Viewability is meaningless if an audience is [paying](https://www.financedigest.com/why-you-need-to-pay-attention-to-conversion-rate-optimisation.html "Why You Need to Pay Attention To Conversion Rate Optimisation") little attention.” **OMD Denmark’s Director, Peter Loell,** comments: _“With the [industry still grappling with the most appropriate metrics to assess](https://www.financedigest.com/automotive-mats-market-industry-analysis-opportunity-assessment-and-forecast-up-to-2031.html "Automotive Mats Market: Industry Analysis, Opportunity Assessment and Forecast up to 2031") the efficiency of campaigns, this data shows that well-designed, high impact ads aren’t just viewable, but they capture attention, too. It’s important to remember that no metric in isolation will give us the whole picture. Advertisers [must seek a balance between reach](https://www.financedigest.com/engine-parts-makers-must-cross-valley-of-death-to-reach-ev-era.html "Engine parts makers must cross ‘valley of death’ to reach EV era"), attention and action in the media mix and not focus solely on price, nor on viewability.”_ Adnami specialises in programmatic, high-impact [advertising solutions](https://www.financedigest.com/envisionx-launches-ico-token-sale-to-develop-a-blockchain-powered-programmatic-advertising-solution-and-combat-industry-challenges.html "EnvisionX launches ICO token sale to develop a blockchain-powered programmatic advertising solution and combat industry challenges"), and works with a growing portfolio of publishers, agencies and advertisers. Launched in 2017, and with offices in Copenhagen and Stockholm, it is set to expand its programmatic tech [solutions for high impact](https://www.financedigest.com/sap-boosts-brand-awareness-using-gumgums-high-impact-ad-formats-and-veritytm-gumgums-advanced-contextual-targeting-solution.html "SAP boosts brand awareness using GumGum’s high impact ad formats and VerityTM, GumGum’s advanced contextual targeting solution") advertising throughout Europe in 2021. The company works with a diverse range of clients, such as Heineken, BMW, American Express, Disney, Samsung and [Red Bull](https://www.financedigest.com/motor-racing-porsches-formula-one-plans-stall-as-red-bull-talks-collapse.html "Motor racing-Porsche’s Formula One plans stall as Red Bull talks collapse"). **For more information:** [**simon@adnami.io**](mailto:simon@adnami.io) **Website:** [**https://www.adnami.io**](https://www.adnami.io?utm_source=news&utm_medium=press&utm_campaign=new_hires) **About** [**Adnami**](https://www.adnami.io/) **:** _Adnami’s high impact_ [_advertising platform_](https://www.adnami.io/advertiser) _delivers astonishing ad experiences for consumers and accelerated returns for_ [_publishers_](https://www.adnami.io/publisher) _and brands._ [_Adnami’_](https://www.adnami.io/) _s templated and platform-agnostic approach to high impact advertising, provides a scalable and automated solution to run attention-grabbing and impactful advertising campaigns._ **This is a Sponsored Feature** --- This blog is powered by Superblog. 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