How animated creative ad formats could yield stronger attention
Ad solutions company Emodo this week released a study that showed dynamic and animated creative ads can improve attention, engagement and memorability compared to static ads.
Compared to traditional key performance indicators, such as viewability or clicks, researchers say these optimized ads can show how content is affecting viewers. Emodo’s current partnership with agency Persuasion Art provided a creative attention effectiveness methodology, to help advertisers measure the relative and combined influence of media and creative (animated ads) on attention and memorability metrics, like brand and ad recall.
Launched in 2022, Emodo Adapt offers enriched and animated native ad offerings for brands and advertisers. Its research used eye-tracking technology conducted virtually from the first nine tests involving more than 1,200 U.S. participants, said Megan Saunders, svp of global marketing and growth at Emodo.
Based on these tests, the creative ad units formats that were animated performed better than native ad formats, or static ads, with average time spent by 6% and brand and ad recall by 25% and 17% respectively. Emodo tested the creative format across four website categories in gaming, news, weather and productivity. Dynamic ads performed better on all four types, with the news category showing highest lifts in brand recall (61.8%) and ad recall (56.4%) compared to identical ads without animated effects.
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