Eye-Tracking Survey Shows Respondents Pay Attention to Social Networking Site Ads
Sixty-five percent of participants in a recent eye-tracking survey engaged with sponsored ads within the first 10 seconds of their searches, an eye-tracking study conducted on Facebook, Twitter and YouTube found.
The survey, from digital marketing firm Oneupweb, also revealed the following:
- Scan paths don't follow the order of search result positions. Often, sponsored ads were looked at before the third or fourth result.
- There's no significant difference in fixation duration across the first four results of sponsored ads on both Facebook and YouTube.
- Fifty percent of participants were satisfied with their brand searches on Twitter. Many liked that they could find the most current opinions about a product.