Eye-tracking research shows majority of mobile ads being ignored
London-based AI company GumGum has released the results from its eye-tracking study that analysed how consumers interact with various mobile ad formats, and they are not going to be to marketers liking.
The company used eye-tracking technology to examine how much attention consumers give to the most widely used Internet Advertising Bureau (IAB) formats. The answer? The ad formats were largely ignored by users as they navigated through content on their phones.
In fact, the average time spent looking at these...