Only 44% of display digital ads in the UK are viewed and of those, only 4% receive 2.8 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 more than two 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.”
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.”