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Are contextual ads part of display advertising?

Contextual ads are closer to display ads that to search ads. Forrester Research decided to break down status quo and removed contextual ads from the search bucket. Here is the reason, why they did it: I would add one other reason. Role of contextual ad is to back up the search process. Provide more...

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Study: Scrolling and Attention on the Website

Posted by Martin Kovac | Posted in Study | Posted on 22-03-2010

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Jakob Nielsen’s Alertbox conducted a broad eye tracking study of user behavior across a wide variety of sites. Jacob Nilesen wrote:

“To investigate whether the “fold” continues to be relevant, I analyzed parts of the study with a total of 57,453 fixations (instances when users look at something on a page, typically for less than half a second).”

Key findings are:

Web users spend 80% of their time looking at information above the page fold. Although users do scroll, they allocate only 20% of their attention below the fold.

eyetracking scrolling

I recommend to read all about this study on Jacob Nielsen’s Alertbox.

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