Why context is key for ad effectiveness
Engaging the user through video ads is imperative, but what is the true impact of the format?
How do users behave in an online environment and how does it differ from social news feeds, on video platforms or across premium publisher websites?
Using HD mobile eye trackers,Teads analysed users' online browsing behaviour and reactions to see how they engaged with ads in a variety of content environments.
Check out the eye tracking exercise in action here.
The results indicate that premium environments and context for video advertising are key for effectiveness.
Other takeaways from the study include:
- The effect of premium content on video engagement
- The relationship between premium content and dwell time
- Which mobile video ad formats have the strongest impact on campaign metrics such as purchase intent
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