1. the effectiveness of display advertising
on a desktop pc vs. a tablet device
New Eye-Tracking Research
from Mediative and Tobii
August 2012 ° Mediative.com

2. About Mediative
Mediative is a digital marketing company providing performance services
and access to media platforms.
Organizations who want to significantly enhance their digital presence and
influence buyers turn to us to help generate revenue by quickly moving their
targets from awareness to purchase.
Location and research-based data fuels our insight, which we leverage
across our consultative performance services, online properties, and
location-based marketing platforms in the dynamic digital world.
With precise and unmatched knowledge of how “shoppers and clients buy”,
we take a consultative and holistic approach, based on our people’s passion
for insight and results, to provide the outcomes you need now, and for the
future.
2

3. Summary
Tablet usage has exploded. eMarketer estimates there will be nearly 70
million tablet users in the US by the end of 2012, an increase of more than
100% over 2011, and it is a growth that is expected to continue through 2015.
Clearly a huge opportunity exists Key Findings Comparison Between Ad
for advertisers to reach audiences Type Performance
through the tablet as an additional
digital marketing medium.
Comparison Between PC
and iPad Ad Performance 1. Leader board ads were the most
effective ad type overall on the PC
Using eye-tracking technology, the and iPad, being seen quickest,
purpose of this study was: 1. Leader board ads on the PC were
seen over twice as fast on average with fewest fixations before being
compared to the iPad, with less noticed, and having the highest
1. To determine what differences, percentage of people noticing/
if any, there were in the views than half the fixations on other
elements on the page before the fixating on them.
and glances captured by display
advertising on a traditional desktop leader board ad was noticed.
2. On the iPad, leader board ads had
PC compared to a tablet computer (in a 44% longer average total visit
this case, the Apple iPad). 2. A slightly higher percentage of
users fixated on the leader board duration compared to the next
ads on the PC vs. the iPad (39% best performing ad, with a higher
2. To provide some insight into fixation duration and a higher
how people observed web pages vs. 37%), but leader board ads on
the iPad held attention for longer, total number of visits.
containing advertising elements
in various formats such as leader with an average total visit duration
22.5% longer. 3. It’s interesting to note, however,
boards, big boxes, and skyscrapers. that, on the PC, the skyscraper ad
3. The skyscraper ad on the iPad was outperformed the leader board
3. To measure the performance of ad for engagement metrics with
ads on different website verticals fixated on by 31% of users vs. 13%
on the PC. However, the skyscraper a 27.5% longer total average visit
to determine if ads on one type of duration, and a 22% longer average
vertical website perform better than ad was noticed more quickly on
the PC, and held attention for an fixation duration. This shows that
those on another. skyscraper ads are still viewed
average of 82% longer in total.
and noticed - not as quickly, or
4. 26% of users fixated on the big box by as many people as the leader
ads on the iPad compared to 23% board ad, but they receive more
on the PC. engagement once noticed.
5. Despite the higher number of total
people fixating on the big box ads
on the iPad, it was the ads on the
PC that attracted attention more
quickly, with almost half the time
Ad Unit Sizes Defined to first fixation, and 35% fewer
fixations before.
• Leader Board: 728 x 90
6. Engagement with the big box ads
• Skyscraper: 160 x 600 was also higher on the PC. The
average fixation duration was 26%
• Big Box: 300 x 250 longer, and the total visit duration
was 15% longer.
3

4. Methodology
31 participants viewed display ads
on a desktop PC, and 27 participants
Tasks Metrics Measured
viewed the ads on the iPad.
Depending on the content vertical
being tested, participants were asked:
1. Attention Capturing Metrics
3 different ad types were tested:
Time to First Fixation: The time
“You ______. Could this site help give
1. Leader board (728 x 90) (in seconds) before the participant
you the information you need?”
2. Skyscraper (160 x 600) noticed an ad.
3. Big box (300 x 250)
1. are thinking about buying a car
Fixations Before: The number of
2. are trying to decide what movie to
8 different website content categories fixations elsewhere on the page before
go see
(verticals) were tested with ads shown the participant noticed an ad.
3. are wondering how the economy
on the web page:
is doing
Percentage Fixated: The percentage
4. are looking for some new recipes
1. Automotive of the total participants who fixated
5. have a few minutes and want to
2. Entertainment on the ad at least once during the
catch up on today’s news
3. Finance session.
6. are looking to buy a new toaster
4. Lifestyle
7. are thinking about getting a new
5. News
cellphone 2. Engagement Metrics
6. Retail
8. are thinking of doing some travel
7. Technology
in Canada this summer Fixation Duration: The average
8. Travel
duration of a fixation (in seconds).
Participants viewed 5 different sites
Data was collected using the Tobii X60 in each vertical, and were given 5
Eye Tracker with the Mobile Device Total Visit Duration: The total time
seconds to view the page after it had (seconds) of all visits (consecutive
Stand for the iPad, and the Tobii T60 finished loading.
Eye Tracker for the PC. fixations on an area of interest).
The order that the verticals were Visit Count: The number of visits
The desktop exposure was on a presented was randomized between
1280x1024 screen, and the iPad was participants made during the session.
participants. e.g. if they looked at the ad twice,
in landscape orientation (1024x768
looking at something else in between,
screen).
that counts as two visits.
These images show how the eye
tracker can create heat maps (areas of
highest gaze concentration), and gaze
maps (showing the path a user’s eyes
took across the page).
Heat Map Gaze Map
4

5. Key Takeaways
Attention Capturing Metrics Engagement Metrics
The results solidify the expectation that the top portion of the page, where leader board ads are commonly placed, continues
to be a privileged region, generally registering very strong attention on both the desktop PC and iPad.
If a large portion of the traffic coming to your website is using a tablet device, consider investing more of your display
advertising spend into leader board ads rather than skyscraper or big box ads. Leader board ads take up a large portion
of the page (often the whole width) and are not likely to be masked by hands/fingers when scrolling. Tablet behaviour may
evolve, but given the physical dimensions of the device and the way users interact with it, it makes sense that this will
continue to be an effective advertising unit.
The results of the performance of ads on different verticals suggest that if you are advertising on a site that perhaps is not
as relevant to your ad, it might be better to focus on creating an ad that will capture attention faster, but that might not keep
visitors engaged for as long. However, if you are advertising on a site that is highly relevant to your ad, it might be better to
go with a format/placement that you know is going to get better engagement.
Overall, the findings indicate that ads on a PC are seen quicker, and hold engagement longer than ads on an iPad, with a few
exceptions. Therefore, the differences in design characteristics should be taken into consideration when creating display
ad campaigns in order to optimize attention and engagement on each platform.
5

6. All Ads By Type
Leader Board Ads
Leader Board Ads: PC vs. Leader board ads on the iPad:
Key Takeaways
iPad • Held attention for longer, with an
average Total Visit Duration 22.5% • Leader board ads on the PC
Leader board ads on the PC: longer than on the PC. were seen quicker than those
on the iPad, but the leader
• Caught visitors’ attention over This suggests that while people board ads on the iPad held
twice as fast on average with fewer are familiar with the traditional attention for longer, and were
than half (47%) of the fixations dimensions of websites on a PC and looked at by almost as many
elsewhere on the page before the use the information at the top for people.
ads were noticed (Fixations Before navigation, they are spending more
metric). time viewing the leader board ads on • Therefore, leader board ads on
the landscape-oriented iPad, possibly tablets have the potential to be
• Captured the attention of 39% of because the tablet ads occupy a more effective than those on
the participants vs. 37% on the relatively larger percentage of the the PC.
iPad. total screen area (see images below).
In this image of the PC screen, the leader board ad takes up In this image of the iPad screen, the leader board ad takes
5% of the screen space. up 8.1% of the screen space.
6

7. All Ads By Type
Leader Board Ads
Leader Board Ads vs. Leader board ads on the iPad:
Key Takeaways
Other Ads Compared to the next best performing
ad type, leader board ads: • On both the PC and iPad, leader
Leader board ads were the most boards were the most effective
effective type of ad overall on the PC • had a 1.61 second faster average ad, being seen quicker and with
and iPad. Time to First Fixation. fewer Fixations Before than
other ad types on the page. This
Leader board ads were seen quicker, • had an average of 3.26 fewer ad type also had the highest
with fewer Fixations Before than any Fixations Before. percentage of people noticing/
other type of ad, and had the highest fixating on them. This solidifies
percentage of people noticing/ • were fixated on by 16% more the notion that top and centre
fixating on them. participants. ad placement remains a strong
and privileged place to be.
Leader board ads on the PC: Leader board ads were more effective
than other ads on the iPad for • On the iPad, leader board
Compared to the next best performing metrics associated with interest and ads had better engagement
ad type, leader board ads: engagement: metrics than all other ads
types on the page. Fixation
• had a 2.52 second faster average • Over 12% longer Fixation Duration Duration, Visit Duration and
Time to First Fixation. on average. Visit Count were all greater for
leader board ads.
• had an average of 8.6 fewer
• Over 44% longer Total Visit
Fixations Before.
Duration on average.
• were fixated on by 41% more
participants. • Over 13% higher Visit Count on
average.
• had a Visit Count 15% higher.
On the iPad, leader board ads were the
most effective ad, being seen quicker
than other ads on the page, with better
engagement metrics.
7

8. All Ads By Type
Skyscraper Ads
Skyscraper Ads: PC vs. iPad format is familiar to users - they know
which areas contain advertising as
is because the scrolling finger can
obscure the skyscraper on the iPad,
Skyscraper ads on the PC: opposed to content, however people whereas the leader board ad on the
are not so used to the format and iPad is much more visible.
The skyscraper ad performed better presentation on the iPad.
on the PC than on the iPad in terms of:
Another potential factor is that the
skyscraper ads on the iPad occupy Key Takeaways
• Time to First Fixation (average
of 1.87 seconds faster on the a relatively larger percentage of the
total screen area which can cause • The embodied nature of tablet
PC).
them to capture a higher percentage presentations should be a
of people’s attention, but not consideration in the effective
• Fixations Before (2.79 fewer on
necessarily more quickly, or for longer. design of adverts and their
the PC).
placements on websites. The
implications for ad placement,
The slower time taken to notice the
especially regarding the
skyscraper ad on the iPad is, perhaps, Skyscraper Ads vs. Other element of visual interference
because on the iPad people scroll with
their finger over where the skyscraper
Ads by the hand, is a variable
that is not relevant on the PC.
would be, posing an opportunity for
Skyscraper ads on the PC: Skyscraper ads on an iPad are
the obscuring of the ad by their finger.
more likely to be obstructed by
Once scrolling is complete, and the
Once users’ attention is captured, the scrolling finger.
finger is moved, the ad is exposed for
there is more engagement with
viewing.
skyscraper ads than leader board ads • Skyscraper ads (on the PC in
(and all other ads) on the PC in terms particular) do hold and retain
Skyscraper ads also performed better
of: user attention but take longer
on the PC in terms of engagement,
to be noticed, therefore the
holding attention for longer:
• Average Fixation Duration (over focus should be on creating a
22% longer than leader board strong, eye catching message
• 37.5% longer Fixation Duration
ads). and design.
on the PC.
• Average Total Visit Duration
• 82% longer Total Visit Duration
(27.5% longer than leader board
on the PC.
ads).
Skyscraper ads on the iPad:
This, once again, indicates that the
ads are still viewed and noticed, but
The only metric where the
not as quickly, or by as many people
skyscraper performed better on
as other ad types.
the iPad was Percentage Fixated.
31% of participants fixated on the
Skyscraper ads on the iPad:
skyscraper vs. 13% on the PC.
Skyscraper ads on the iPad did not
The higher percentage of people
perform as well as the leader board
fixating on the skyscraper ads on Skyscraper ads on an iPad are more
ads, which was to be expected.
the iPad could partly be due to the likely to be obstructed by the scrolling
Again we could speculate that this
fact that on the PC, the presentation finger.
8

9. All Ads By Type
Big Box Ads
Big Box Ads: PC vs. iPad Big box ads on the iPad:
Key Takeaways
Big box ads on the PC: The percentage of participants who
fixated on the big box ad, however, • The PC format for big box
Big box ads attracted attention more was slightly higher on the iPad at ads seems to be better than
quickly on the PC than the iPad, with 26% compared to 23% on the PC. the iPad at both attracting
an average of: As with the skyscraper ad, this could attention more quickly, and
partly be due to the fact that the holding it.
• 9.52 fewer Fixations Before. PC presentation format is familiar
to users - they know which areas • Therefore, as with the
• 4.65 seconds shorter Time to contain advertising as opposed to skyscraper ads, the focus
First Fixation. content. should be on creating a strong,
eye catching message and
Big box ads also work better at holding Again, another potential factor is that design for big box ads for
attention and creating engagement the big box ads on the iPad occupy consideration when viewing on
on the PC vs. the iPad. a relatively larger percentage of the the tablet format.
total screen area which can cause
• Fixation Duration on the PC was them to capture a higher percentage
26% longer. of people’s attention, but not
necessarily more quickly, or for longer
• Total Visit Duration on the PC was (see images below).
almost 15% longer.
In this image of the PC screen, the big box ad takes up 5.7% In this image of the iPad screen, the big box ad takes up
of the screen space. 9.3% of the screen space.
9

10. Ads By Vertical
We also measured the performance of ads on different categories of
websites (verticals) to determine if a user is more influenced by ads on a
specific website category than others.
The results presented so far show the • Technology websites on the PC site loaded slowly but the stock
average performance of ads across all were better at keeping interest ticker loaded early. It is possible
verticals. Here, the vertical categories rather than capturing it. Ads on that resource-intensive elements
are broken out to indicate specifically Technology sites had the highest that load early can affect the
how the average of all ad types Fixation Duration, tied with Retail loading of subsequent elements.
performed in each category. at 0.2 seconds, and the second
highest Total Visit Duration • Travel, Lifestyle, News and Auto
behind Retail at 0.46 seconds.
On the PC sites were better at attracting
attention than keeping users
• News and Finance sites were interested or engaged.
• Ads on Retail sites were the most among the worst performing
effective, performing well on verticals on the PC. It’s interesting
all metrics, followed closely by to note that nearly all the finance
Entertainment. The ads on both sites had very long preload times
of these verticals were strong at suggesting something consistent
capturing and holding interest in the nature of the construction
compared to the other verticals. of those sites. We noticed that one
10

11. Ads By Vertical
On the iPad verticals - Total Visit Duration and
Visit Count were slightly below the
engagement.
• The results suggest that when
average of all verticals. advertising on a site that
• Despite the poor performance of
perhaps is not as relevant to
ads on News and Finance sites
• Ads on Entertainment sites were your ad, it might be better to
on the PC, these verticals were the
not powerful attention attractors focus on creating an ad that
best all round performers on the
but when people finally found will capture attention faster,
iPad.
them, they stayed on them for but that might not keep visitors
a long time. The ads had the engaged for as long. However,
• News sites performed well at
highest Total Visit Duration at 2.72 if you are advertising on a site
generating attention to the ads
seconds, a 63% increase over the that is highly relevant to your
with a below average Time to First
next highest vertical (Auto), and advert, it might be better to go
Fixation. Engagement metrics
the highest Visit Count at 7.35, a with an ad format/placement
were also good, with a higher than
30% increase over the next best that you know is going to get
average Total Visit Duration and
performing vertical (News). better engagement.
the second highest average Visit
Count, behind Entertainment, at
• Unlike the performance on the • These results also highlight
5.62.
PC, ads on Technology websites the importance of audience
had the worst performance on the segmentation and targeting.
• Finance sites also performed
iPad. Ads did not capture attention Consider the differences in the
well at generating attention to the
or interest, and did not generate profile and intent of the visitor
ads - the average Time to First
for each of the website verticals
Fixation was below average, and
tested in this study (e.g. a News
the Fixations Before was the third
site vs. an Entertainment site).
lowest behind Travel and Lifestyle.
Visitor intent can vary largely
Finance sites were also good at
between each vertical category
keeping interest and engagement Key Takeaways which can have a significant
with an 11% longer Fixation
effect on the success of an
Duration than the next highest • The vertical category of the advertising campaign.
vertical, and a higher than average website on which ads are
Total Visit Duration. placed must be taken into • For more accurate audience
consideration when planning segmentation and targeting,
• Ads on Travel and Lifestyle sites advertising strategies. Ads will consider data advertising which
captured attention the quickest. not necessarily perform as can deliver highly qualified
The average Time to First Fixation, effectively on one category of leads to your campaign by
and the Fixations Before were over website compared to another. targeting your ideal consumer
50% less than the average of all Additionally, ads can perform profile throughout their web
verticals, with 92% of participants differently on the same vertical journey. Data advertising can
fixating on the ads. However website depending on whether boost conversion rates and
ads on Travel and Lifestyle sites they are viewed on an iPad vs. a deliver a positive return on your
did not keep the user engaged desktop PC. marketing investment.
or interested as much as other
11

12. Conclusion
The aim of this eye-tracking study in the effective design of websites Leader Board Ads
was to provide some insight into and the placement of ads on them.
how people observed web pages The implications for ad placement, • Leader board ads on the PC had
containing advertising elements especially regarding the element of a 45% faster average Time to
in various formats on both the visual interference by the hand, is a First Fixation, had almost half the
traditional PC vs. the tablet format. variable that does not exist on the PC. Fixations Before, were fixated on by
Does the new on-the-go user impact 41% more participants, and had a
display ad effectiveness? Visit Count 15% higher, compared
Summary of Key Metrics to the next best performing ad type.
We also wanted to measure the
performance of ads on different PC vs. iPad • Leader board ads on the iPad
website verticals to determine if ads had a 24% faster average Time
on one type perform better than those • Leader board ads were seen over to First Fixation, had an average
on another. twice as fast on average, with half of 15% fewer Fixations Before,
the Fixations Before on the PC vs. and were fixated on by 16% more
The study revealed that across both the iPad. participants, compared to the next
platforms, leader board ads were best performing ad type.
the best performing type of ad in • Leader board ads on the iPad
terms of attention capturing metrics, held attention for longer, with an • The Fixation Duration on leader
solidifying the notion that top and average Total Visit Duration 22.5% board ads compared to other ads
centre ad placement remains a strong longer compared to the PC. on the iPad was over 12% longer,
and privileged place to be. Total Visit Duration was over 44%
• Skyscrapers performed better longer, and Visit Count was over
• Leader board ads on the PC were on the PC vs. the iPad for almost 13% higher on average.
seen quicker than leader board all metrics. Time to First Fixation
ads on the iPad, but the leader averaged 22% faster, Fixations Skyscraper Ads
board ads on the iPad held Before averaged almost 13% fewer,
attention for longer. Fixation Duration averaged 37.5% • Skyscraper ads on the PC had an
longer, and Total Visit Duration average Fixation Duration of over
• Leader board ads performed best averaged 82% longer. 22% longer vs. leader board ads,
in terms of engagement metrics
and had an average Total Visit
on the iPad, while on the PC, • 31% of participants fixated on the Duration of 27.5% longer.
skyscraper ads performed better skyscraper on the iPad vs. 13% on
for engagement metrics. the PC.
Vertical Summary
Generally speaking, all ad types on • Big box ads performed better for
• Ads will not necessarily perform
the PC outperformed ads on the iPad almost all metrics on the PC. Time to
as effectively on one category of
for the majority of metrics. However, First Fixation averaged 45% fewer,
website compared to another.
the skyscraper and big box ads on the Fixations Before averaged 35%
iPad were better at capturing a higher fewer, Fixation Duration averaged
• Ads can perform differently on the
total percentage of fixations, possibly 26% longer, and Total Visit Duration
same vertical website depending
due to the larger relative percentage averaged almost 15% longer.
on whether they are viewed on an
of viewing area.
iPad vs. a desktop PC.
• 26% of participants fixated on the
The embodied nature of tablet big box ad on the iPad vs. 23% on
presentations should be considered the PC
12

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