Maybe it happens in other industries, but it can’t be as bad as it is in Marketing. We’re talking about the simple power of observation.
Case in point: a study released last week that, per its headline, the way it was written and what it concluded, was about a comparison between Facebook and Google+ (which, per our estimate, was the 478,534th article or blog post about Google+ last week).
A research outfit called EyeTrackShop put a few dozen people in front of computers in a lab, and used that sexy “heat map” technology to record what they were looking at. Turns out, generally, that the users looked at the content on Facebook and Google+ home pages in the same exact way – a stunning thing, since each social network’s home page are constructed the same exact way.
Here was the supposed killer finding: as the users’ eyes moved from center to top left to top right where a banner advertisement was positioned, “about 50% of participants fixate on at least one of the ads on Facebook. They first fixate on the ads about five seconds into the session. On average, they remain on the ad for about one second…the study concludes that ads placed on Google similar to Facebook would perform in a similar way.”
That was pretty much the essence of the story – i.e., Google+ can be just as successful with banner ads as Facebook.
Did you see the gorilla walk through? (Click here if you don’t know what I’m referring to.)
“On average, they remain on the ad for about one second…”
Any wonder why click-thru rates on banner ads are 0.06% and still continuing to fall? Amazed that display ad spending continues to rise anyway?
Next time you hear some asshat use the phrase “break through the clutter,” fire him or her. You do break through. Within five seconds. But you have one second to work some magic.
There could be no better research outcome than what EyeTrackShop found for describing exactly what the Creative team needs to do every time they out together an online ad concept.