Word: adding
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Dates: during 2000-2009
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...think you're more likely to look at an online ad if it contains 1) a picture, 2) an animation or 3) just text? The answer: just text. Surprised? Well, consider the man who was checking his e-mail when he came across a dating-service ad featuring a picture of a bikini-clad woman. He looked at the woman's face and chest once - and then at the surrounding text five times. (See pictures of expensive things that money...
...Internet has cracked open a brave new world for folks whose job it is to spend ad dollars. The ability to track where a Web user clicks provides a sort of precision intelligence advertisers could have only dreamed of in decades past. But before a click comes a look, and according to new research, advertisers are often wrong about what attracts our attention...
...looking at an ad and being vaguely aware of it are two different things. Plenty passes through our peripheral vision, but because of the way the eye works, we only thoroughly see things that we stop at and observe deliberately. By that measure, people in the study saw 36% of the ads on the pages they visited - not a bad hit rate. The average time a person spent looking at an ad, though, was brief - one-third of a second...
...Interestingly, people who were just browsing the Web looked at only 5% more ads than those trying to accomplish a specific task. Even when we're on a mission, we're still fairly willing to stop and look at an ad. However, there was one sort of website where ads rarely registered: pages built around search boxes. Think Mapquest or Expedia. Google's tribute to white space on its home page might be sleek design - or it might have something to do with knowing that no one would look at an ad there anyway. (See 10 ways Twitter will change...
...That's one possible reason the man presented with the dating-service ad quickly moved past the woman's body and fixated on the text surrounding it. "Even in a case like that, the real information is still the strongest point," says Nielsen. Odd as it may sound, the way to grab people's attention online might be to simply level with them...