3/7/2023 0 Comments Keep it simple examples![]() The participants continued to view these ads positively over five, 10 and 30 seconds. The study’s authors found that upfront ads, such as a photo of a bottle of orange soda to sell orange soda, were understood and received positively by viewers in 100 milliseconds. A final experiment let the participants look at ads as long as they wanted. The experiments looked at the participants’ reactions 100 milliseconds, 500 milliseconds, two seconds, five seconds, and 30 seconds after they viewed an ad. The researchers tested the different ad types in experiments involving 1,360 test subjects and 50 advertisements. The authors divided the ads into three categories: upfront ads, which present a product in a straightforward, expected and typical way mystery ads, whose visual complexity requires work on the part of the viewer to decipher and false-front ads, which use a clear image of one thing to sell something else. “The problem is that ads that do well in that scenario may not do well in short exposures.”įor the University of Maryland study, researchers tested reactions to ads over periods as short as 100 milliseconds, which is less than a full glance. “A lot of advertising is being tested over fairly long exposures – several seconds, or even 10 to 20 seconds,” Wedel said in a statement. That’s why basic and straightforward ads make a bigger impact than clever, visually complex ads.Ĭomplexity doesn’t pay off online: Eye-tracking research shows that people actively try to avoid ads, said Michel Wedel, a leader in eye-tracking data research and a professor at the University of Maryland’s Robert H. In today’s hectic and cluttered online environment, you have milliseconds to get consumers to see and comprehend your ads. If you want to get the most out of your online ads, research suggests you should focus on simplicity, not cleverness. ![]() Simple ads are more effective at capturing that attention than complex ones. ![]()
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