Only 44% of display digital ads in the UK are viewed and of those, only 4% receive more than two seconds of attention, meaning £7.2bn of UK marketers' spend will be wasted this year, according to a study from Lumen and Aimia which used eye-tracking cameras. Print display ads reportedly fare better, with a full-page tabloid ad viewed by 88% of readers for an average of 2.8 seconds. The research also found that print adverts were seen on mobile devices at higher rates than tablets or smartphones, while tablet users saw fewer adverts.
Only 44% of display digital ads in the UK are viewed and of those, only 4% receive more than two seconds of attention, meaning £7.2bn of UK marketers' spend will be wasted this year, according to a study from Lumen and Aimia which used eye-tracking cameras. Print display ads reportedly fare better, with a full-page tabloid ad viewed by 88% of readers for an average of 2.8 seconds. Referring to Meetrics data, Mike Follett, MD of Lumen says; "Digital marketers need to start thinking in terms of attention economics or they will just keep on failing.”