News Corp’s U.K. division, News UK, has carried out research into how relevant placement of ads next to content—you guessed it—improves the ad performance.
Based on an analysis of 980,000 impressions on News UK property The Sun’s website, the study with Lumen Research, using eye-tracking, found that putting an ad in a relevant editorial context—a Sports TV package placed against sports-related content—can increase attention on that ad by 31%. In real numbers, that equates to an increase from 25 minutes per 1,000 impressions to 33 minutes.
The
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