Research shows that quality digital advertising is user-centric, providing a framework for delivering better media experiences that benefit consumers, brands and users. publishers.
Miami, June 29, 2022. Teadsthe global media platform and Havas Media Group unveiled the “Trinity Project”a research study that focuses on the factors that trigger the engagement of users with contentwithin the environment of publishers. Announced in 2021, the study provides metrics and analytics in order to create a virtuous circle for the digital advertisingwhich balances the needs of the publishers, advertisers and users.
The “Trinity Project” revealed that readers pay more attention to ads when they are interested in the content where it is locatedwith articles that generate almost a 600% more attention that the pages of the sub-categories and a 160% more than homepages. Ads placed in the center of the screen on mobile devices captured a 25% more attention that ads on the side of the screen.
The research also revealed that ad saturation weakens attention. Sports sites, for example, have twice as many ads per screen, but only generate half the attention per ad compared to news sites. The study found that a 20% balance between ads and content optimizes user attention and limits the perception of saturation, suggesting that one larger ad is more effective at attracting reader attention than several smaller ones.
“As a media experience agency, we are committed to providing relevant media that connects with audiences in a specific context where a brand’s message can be effectively conveyed.”
“The Trinity Project validates our philosophy that relevant media experiences begin with a great engagement of the user, providing analysis so that the media investment of the brands is in content that attracts consumers and so that the publishers create a sustainable digital ecosystem where the presence of ads enhances the user experience,” said Dan Hagen, EVP, General Manager and Global Head of Mx Development for Havas Media Group.
The study used behavioral and eye-tracking technology data from over 2,000 panelists from the US and UK, passively collected by Lumen Research since 2018, measuring the engagement with the content by the time spent on the screen and by the user’s scrolling speed. Comparing site categories, the analysis found that news, science, and sports websites generated the most engagement of the users. News was the top performing category for time spent viewing ads across all age and gender groups, validating the ability of brands to support quality journalism and forge meaningful connections with consumers through their investment in media.
“Teads has been exploring the world of Attention for several years, through various initiatives that have led us to better understand the pillars that influence this variable and that demonstrate the importance of thinking beyond ‘Viewability’. Today with the Trinity Project, we have found additional insights that show that not only the quality or experience of advertising is relevant, but also the quality of the medium used to distribute it also plays an important role. This reinforces Teads’ position as the most attractive option to generate Attention, thanks to the high level of engagement of audiences towards the Premium online press”, said Baptiste Tougeron, VP of Research & Insights for Teads Latam.