# Eye-tracking study confirms that high impact formats outperform standard display
Author:  Pal Sinha, Barnali 
Author URL: https://financedigest.com/author/pal-sinha-barnali
Published: 2022-05-09
Category: BUSINESS
Category URL: https://financedigest.com/category/business
Meta Title: High Impact Ad Formats Drive Up to 72x More Attention
Meta Description: Discover how high impact digital advertising formats outperform standard display units in capturing and retaining user attention in the latest report.
URL: https://financedigest.com/eye-tracking-study-confirms-that-high-impact-formats-outperform-standard-displayhtml

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_High impact formats drive up to 72x more attention than standard display, as report confirms the importance of premium formats in driving attention to digital advertising_

**London, UK, 3rd May 2022** **:** High impact digital advertising formats capture and retain user attention far more effectively than their standard counterparts, according to new research from ad tech company [Adnami](https://www.adnami.io/) and attention technology specialist [Lumen Research](https://lumen-research.com/).

The joint study, which leveraged a fully consented eye-tracking panel to measure the impact on attention and brand lift of high impact versus standard display advertising, shows that high impact formats outperform standard formats by almost any possible metric.

Among the findings:

- On average, and across the board, high [impact Adnami formats](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") are typically viewed for between 2x and 4x as long as virtually any other ad unit
- Attention – which is far greater for Adnami formats than for standard display units – is directly linked to prompted and unprompted brand recall
- Topscroll, the best-performing Adnami ad unit, is [viewed for 7x longer than the average standard display unit on desktop and more than twice](https://www.financedigest.com/gamers-spend-twice-as-long-viewing-intrinsic-in-game-ads-compared-to-other-digital-channels-reveals-new-research-from-lumen-and-anzu.html "Gamers Spend Twice As Long Viewing Intrinsic In-Game Ads Compared To Other Digital Channels, Reveals New Research From Lumen and Anzu") the average display unit on mobile
- Adnami Skins and Midscrolls deliver 10x more attention than a 320×250 banner, according to Lumen’s benchmark data
- Creative plays a pivotal role in maximising the effectiveness of campaigns; with bold, simple messages proven to [hit the hardest](https://www.financedigest.com/digital-divide-hits-rural-black-americans-hardest.html "‘Digital divide’ hits rural Black Americans hardest")

The study, conducted in the UK and Nordic markets, used [Lumen’s eye-tracking-based attention measurement metrics to measure](https://www.financedigest.com/national-cinemedia-releases-first-cinema-attention-measurement-study-conducted-by-lumen-in-collaboration-with-dentsu.html "National CineMedia releases first cinema attention measurement study, conducted by Lumen in collaboration with dentsu") the attention driven by Adnami formats versus standard display. Also under the microscope were the [impact of attention 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") recall and the potential drivers of attention, including size, placement, creative and format.

[Adnami](https://www.adnami.io/)’s CEO, Simon Kvist Gaulshøj , comments: _“_ _This study shows that format makes a huge difference when it comes to driving attention – perhaps even more than creative itself. Our [industry is still getting used to working](https://www.financedigest.com/making-sure-you-are-compliant-when-working-in-the-finance-industry.html "Making Sure You Are Compliant When Working in the Finance Industry") with the new metric of attention. Here we have yet more proof of how important attention is to the planning, [buying and measurement of media](https://www.financedigest.com/lumen-research-and-tvision-announce-global-partnership-for-advanced-attention-first-measurement-and-media-buying.html "Lumen Research and TVision Announce Global Partnership for Advanced Attention-First Measurement and Media Buying"), and how high impact formats are crucial in gaining it.”_

**High [impact found to be superior when it comes to driving](https://www.financedigest.com/impact-com-partners-with-norsk-tipping-to-drive-a-sophisticated-partnership-strategy.html "impact.com partners with Norsk Tipping to drive a sophisticated partnership strategy") attention**

High impact and standard formats are clearly differentiated by the amount of [time they are looked at by an average](https://www.financedigest.com/playground-xyz-study-finds-carbon-emissions-from-digital-ads-fall-by-63-on-average-when-measured-and-optimized-for-attention-time.html "Playground xyz study finds carbon emissions from digital ads fall by 63% on average when measured and optimized for attention time") user (defined as attention), the study shows. When campaign delivery is understood through the lens of attention, it becomes [clear that high impact](https://www.financedigest.com/impact-of-new-cheque-clearing-system-discussed-at-leading-seminar.html "Impact of New Cheque Clearing System Discussed at Leading Seminar ") formats such as scrollers and skins significantly outperform standard display.

The best performing format was the desktop Topscroll, delivering on average 5,476 seconds of attention per 1,000 impressions delivered. Some results even showed results up to 72x higher than the standard display format.

Meanwhile, Skins delivered 2,181 seconds of attention per 1,000 impressions, or 10x more attention than a 320×250 banner, according to Lumen’s benchmark data. And, when compared to Lumen’s normative benchmarks, desktop Midscrolls delivered 10.6x more attention compared to a 320×250 banner.

![](https://www.globalbankingandfinance.com/wp-content/uploads/2022/05/Eye-tracking-study-confirms-that-high-impact-formats-outperform-standard-display1.jpg)

The [study also found that high impact formats hold a significantly higher](https://www.financedigest.com/investors-seek-higher-returns-as-catastrophe-bond-issuance-slows-during-q2-according-to-aon-study.html "INVESTORS SEEK HIGHER RETURNS AS CATASTROPHE BOND ISSUANCE SLOWS DURING Q2, ACCORDING TO AON STUDY") potential to capture and retain user attention compared to other advertising formats.

The Topscroll ads are viewed for 7x longer than the average standard desktop display unit and more than twice the average mobile display unit, while all Adnami formats are viewed for between approximately two and four times as long as any other ad unit on average.

What’s more, based on [Lumen’s own attention](https://www.financedigest.com/lumen-releases-report-from-pwc-on-the-roi-of-attention-technology.html "Lumen Releases Report from PwC on the ROI of Attention Technology") metric, Topscroll outperforms all other formats by a factor of five on desktop and by between two and four on mobile. And that attention, in turn, is directly linked to brand recall, which keeps rising the more attention an ad receives.

**[Attention is directly link](https://www.financedigest.com/new-ozone-study-demonstrates-clear-link-between-quality-of-attention-to-content-and-quality-of-attention-to-accompanying-ads.html "NEW OZONE STUDY DEMONSTRATES CLEAR LINK BETWEEN QUALITY OF ATTENTION TO CONTENT AND QUALITY OF ATTENTION TO ACCOMPANYING ADS") to brand outcomes**

![](https://www.globalbankingandfinance.com/wp-content/uploads/2022/05/Eye-tracking-study-confirms-that-high-impact-formats-outperform-standard-display2.jpg)

[Adnami’s Simon Kvist Gaulshøj continues:](https://www.financedigest.com/adnami-appoints-burnett-and-bukholt-to-support-continued-expansion.html "Adnami appoints Burnett and Bukholt to support continued expansion") _“As we continue on our journey to improve media technology, we were delighted to partner with Lumen Research to put our high impact formats to the test._ _Attention has not yet been embraced as a [standard metric within the platforms we use to measure quality](https://www.financedigest.com/beijing-meets-state-air-quality-standards-for-first-time-in-2021.html "Beijing meets state air quality standards for first time in 2021") of media, but that moment is coming fast, and research like this helps to explain why.”_

**Format and** [creative are the main drivers of attention](https://www.financedigest.com/playground-xyz-shines-a-light-on-the-nuanced-interplay-between-context-creativity-and-attention-for-advertisers-in-new-study.html "Playground xyz shines a light on the nuanced interplay between context, creativity and attention for advertisers in new study")

The study also underscores the fact that, when the choice of format is in place, the creative plays a pivotal role in planning, reporting and optimising for attention on live campaigns. It proves that ads which [demand attention keep](https://www.financedigest.com/norsk-hydro-keeps-some-aluminium-capacity-offline-due-to-weaker-demand.html "Norsk Hydro keeps some aluminium capacity offline due to weaker demand") it simple, and part of this is limiting the number of so-called ‘visual clusters’.

Indeed, four visual clusters is the maximum number the brain can easily process, finds the study, so it’s important for advertisers to try not to exceed this number. Individuals are less likely to recall a brand if overloaded, while emotional engagement is also reduced if there is too much clutter.

Mike Follett, Managing Director of Lumen explains: _“Advertisers often [say that they are in the business of buying](https://www.financedigest.com/sega-sammy-says-it-is-considering-buying-angry-birds-maker-rovio.html "Sega Sammy says it is considering buying Angry Birds maker Rovio") ‘eyeballs’. This is why we use eye-tracking technology: To help brands measure, [buy and amplify genuine attention to their marketing](https://www.financedigest.com/a-brief-look-at-the-buy-to-let-market-as-it-stands-today.html "A Brief Look at the Buy-to-Let Market as it Stands Today") efforts._

_“But it’s also critical to consider how people are viewing content alongside an ad, and to align the format with the content, to ensure maximum engagement. The findings of this study emphasise the importance of high impact formats and the need to design ads which are clear and uncluttered.”_

![](https://www.globalbankingandfinance.com/wp-content/uploads/2022/05/Eye-tracking-study-confirms-that-high-impact-formats-outperform-standard-display.jpg)

**PR contact:**

Julia Linehan, [The Digital Voice PR Agency](https://www.thedigitalvoice.co.uk/)

Julia@thedigitalvoice.co.uk

**For more information:**

**![](https://www.globalbankingandfinance.com/wp-content/uploads/2022/05/adnami_logo_petrol-590x334.jpg)**

 **About** [**Adnami**](https://www.adnami.io/) **:**

[Adnami’s high impact advertising platform delivers](https://www.financedigest.com/adnami-signs-agreements-with-schibsted-and-amedia-to-deliver-high-impact-ads-with-unparalleled-reach-across-the-nordics.html "Adnami signs agreements with Schibsted and Amedia to deliver high impact ads with unparalleled reach across the Nordics") astonishing ad experiences for consumers and accelerated returns for publishers and brands. Adnami’s templated and platform-agnostic approach to high impact advertising, provides a scalable and automated solution to run attention-grabbing and [impactful advertising campaigns](https://www.financedigest.com/how-the-latest-ios-update-impacts-your-digital-marketing-campaign.html "How the latest iOS update impacts your digital marketing campaign"). The company launched in 2017, and works today with a diverse range of clients [across Europe](https://www.financedigest.com/air-pollution-surges-as-heatwave-sweeps-across-europe.html "Air pollution surges as heatwave sweeps across Europe"), such as Heineken, BMW, American Express, Disney, Samsung and Amazon.

**![](https://www.globalbankingandfinance.com/wp-content/uploads/2022/05/Lumen_Logo_Black-590x105.jpg)**

 **About** [**Lumen Research**](https://lumen-research.com/) **:**

Lumen is the leading attention [technology company in the world](https://www.financedigest.com/is-wearable-technology-ushering-in-a-brave-new-healthy-world.html "Is wearable technology ushering in a brave new healthy world?"), with large scale permanent panels in the US and the UK, and temporary panels across many other global markets. Lumen’s eye tracking technology converts the webcam on a users’ [phone or desktop computer into a high quality eye tracking camera](https://www.financedigest.com/snap-happy-79-of-brits-ditch-digital-cameras-in-favour-of-phone-photos.html "Snap Happy: 79% of Brits ditch digital cameras in favour of phone photos"), capturing not only what users could see, but also what they do in fact look at. Lumen’s eye-tracking panels are recruited to be nationally representative and fully GDPR compliant.

**This is a Sponsored Feature.**


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