Marketers continue to ‘waste money’ as only 9% of digital ads are viewed for more than a second

The vast majority of digital advertising is not being viewed at all, with many marketers still failing to apply effectiveness techniques learned from print and out-of-home to the channel, according to a new study.
Since January 2016, research firm Lumen has used laptop-mounted eye tracking cameras on 300 consumers’ laptops to collect visual data on what they notice when they are online. And over this period the study, which was run in partnership with Nectar-owner Aimia, recorded 30,000 mi