Warc: Australians watched more ads than they thought but true attention remains scarce
Australians are watching more ads than they think they are but that doesn’t mean it’s good news for marketers and advertisers.
According to new research by Kantar, Eye Square and Google, 51% of the 2,808 ads and 741 minutes of footage tracked by the study had ‘eyes on-screen’, which was double what participants self-reported as the time they spent watching ads. But though people are watching more ads than they think they are, only half of the ads attracted eyeballs.