The Ozone Project highlights attention data | WARC | The Feed

The Ozone Project highlights attention data

Video and display advertising on the premium publishers’ sites that make up the portfolio of The Ozone Project, the UK’s leading high attention digital advertising platform, command significantly greater attention than those across the web generally, new research claims.

What the research says  

A study by attention technology company Lumen Research found that, on average: 

• display advertising across the Ozone portfolio received +51% more attention than display advertising on other sites across the web. 
• video ads across Ozone’s publishers attracted +111% more attention than equivalent formats on other websites, and even +140% more attention than video ads on social channels. 

How it happens

• Rich content with slower scroll speeds drives advertising attention: on average the scroll speed was 55 pixels per second for Ozone sites versus 63 for other sites, and 79 for social feeds.
• Larger ads tend to get more attention than smaller ads: Ozone delivers larger ads on desktop that receive more attention, while on mobile social platforms tend to have larger formats but Ozone claims to be more efficient at converting ad space into attention.
• Fewer, better ads receive more attention: the best results are obtained when only one ad is on the screen at a time. On mobile, this happens 90% of the time for Ozone domains versus 76% of the time on other websites. 

Why it matters

Many advertisers are focused on just buying reach with little regard for the quality of the content their ads will sit alongside. Premium publishers generate more consumer attention online and this attention to quality content translates to advertising attention.

Sourced from The Ozone Project