Eye Tracking Research: The impact of ad context on attention

In a digital landscape that seems like a revolving door for content, context can be the key to driving awareness for your brand. In order to prove that, IAS wanted to directly capture the correlation between context and consumer attention.

IAS partnered with Tobii Pro Insight and HP for their latest research to track consumer eyesight to investigate firsthand how HP ads perform when in-context versus out-of-context.

Here’s a sneak peek at what IAS found...

Context is powerful – you just have to see for yourself. Download IAS’s Ad Context & Attention research for more insights.

DOWNLOAD RESEARCH

Integral Ad Science (IAS) is a global leader in digital media quality. IAS makes every impression count, ensuring that ads are viewable by real people, in safe and suitable environments, activating contextual targeting, and driving supply path optimization. Our mission is to be the global benchmark for trust and transparency in digital media quality for the world’s leading brands, publishers, and platforms. We do this through data-driven technologies with actionable real-time signals and insight. Founded in 2009 and headquartered in New York, IAS works with thousands of top advertisers and premium publishers worldwide. For more information, visit integralads.com

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Eye Tracking Research: The impact of ad context on attention

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