Eye Tracking Study For Internet Ads

An eye-tracking study to understand what kind of online ads are “seen” and what goes unnoticed was published recently in the book ‘Eyetracking Web Usability’. Here are some interesting findings from the study

52% of visitors looked at purely textual ads
52% viewed ads where image and text were separate
51% of viewers noticed sponsored links on search engine pages

Visitors only notice close to 36% of ads on a web page
Ads where text was imposed on top of images got very less attention