> News > 2004
> Larger Ads=Big Attention, Small Cost
Attention, Small Cost
By Eunice Park
February 11, 2004
A study from ZEDO and Eyetools shows that large
Internet ads generate consumer attention at low
costs. The study found that full-page overlay
ads, which cost advertisers 14 times more than
banner ads, can generate more than 30 times the
viewing amount. Eyetools. eye-tracking system
measured eye movement as users browsed Web pages,
allowing researchers to calculate what percentage
of users looked at ads and for how long.
"Brand advertisers have been asking whether they
should pay high prices for full page overlay ads.
This research at last provides a methodology for
them to decide how much to pay," says Roy de Souza,
CEO of ZEDO, an Internet ad serving company headquartered
in San Francisco. "This is great news for brand
advertisers, especially combined with the declining
costs to serve these ads."