> News > 2004
> Larger Ads Generate Consumer Attention at
half the cost
LARGER ADS GENERATE
CONSUMER ATTENTION AT HALF THE COST
San Francisco, Feb 10, 2004 - A new research
methodology launched by ZEDO, Inc. and Eyetools,
Inc. shows that large Internet ads can be a low
cost way for brand advertisers to generate consumer
attention. The new research methodology enables
advertisers to determine which ad formats, sizes,
placements and creative provide the best value.
The research undertaken by ZEDO and Eyetools
that was presented at the Ad-Tech conference in
New York quantitatively demonstrates that even
though full page overlay ads (ad that take over
the whole page of a website) cost advertisers
about 14 times more than a banner ad, they can
generate over 30 times the amount of viewing.
When one conducts a cost benefit analysis, these
larger, more expensive formats demonstrate that
they can generate consumer attention at half the
cost of banner ads. Larger ad formats could prove
themselves to be the most cost effective medium
for brand advertisers.
The research uses an Eyetools eyetracking analysis
system that measures human eye movement as web
users browse web pages. By calculating what percentage
of a sample group looks at which ads for how long,
researchers produce a quantitative measure of
consumer attention. Preliminary findings are based
on limited data from a proprietary database and
the research is on going. ZEDO and Eyetools will
offer this collaborative research to advertisers
to further expand their understanding of how consumers
view ads online.
"Brand advertisers have been asking whether they
should be paying the high prices that websites
want for full page overlay ads. This research
at last provides a methodology for advertisers
to decide on how much to pay. By measuring consumer
attention in this way, advertisers can now decide
how much they should spend." Said Roy de Souza
CEO of ZEDO who presented the research at Ad-Tech.
"That is great news for brand advertisers, especially
combined with the declining costs to serve these
ads. Internet users around the world will soon
be seeing these more entertaining large-format
ads from the world's great brands like Coke, Budweiser,
"Until now, the process of collecting data on
consumer viewing of advertising was too difficult
and time-consuming to be practical," said Colin
Johnson, Chief Executive Officer of Eyetools.
"A ZEDO/Eyetools consumer attention study allows
advertisers to quickly and affordably optimize
the exact mix of variables critical to a campaign's
success - ad design, placement, format, and size
for any website on which they might buy advertising
inventory. Best of all, this performance can be
optimized before the campaign to ensure that the
advertiser's investment in advertising generates
the greatest possible return."
ZEDO is the leading provider of Third Generation
Ad Serving(TM) technology for today's online advertising
and eCommerce needs. ZEDO uses a unique proprietary
architecture that is fast, scalable and is highly
flexible in meeting customer needs. ZEDO currently
leads the industry in fully featured, cost effective,
ad serving for Internet publishers and advertisers.
Its full feature set is presented in an intuitive
and highly acclaimed graphical user interface.
ZEDO technology includes advanced time of day
and broadband targeting, full analytics and conversion
tracking (including tracking conversions from
Overture and Google buys) that help companies
generate more revenue from Internet advertising.
For more information on ZEDO go to http://www.zedo.com.
ZEDO is a global company with headquarters in
San Francisco and offices in the UK and India.
Jan Freeman, 415.348.1975