Left vs right who wins Key Findings Left
- Slides: 11
Left vs right – who wins?
Key Findings: Left vs right • RAMetrics data shows that being on the left or right-side of the page does in fact have a moderate impact on ad performance. Readers find advertising on the right-hand side to be more memorable (ad recall: 68% vs 61% for left-hand side ads) and right-hand side ads outperform left-hand side ads across all of the brand measures. • Advertising on the right-hand side of the page demands more of the readers attention (attention: 30% vs 23% for left-hand side ads) and is better received (likeability: 32% vs 25% for left-hand side ads). Not only do the readers find the ads easier to understand (easy to understand: 47% vs 43% for left-hand side ads) but they’re more likely to find them interesting (interesting: 33% vs 29% for left-hand side ads). • Looking at the purchase funnel, although left-hand page ads are less recalled, they are just as good as right-hand ads at converting engaged readers into action takers (conversation rate: 48% for both). • Similarly, Lumen eye-tracking shows that readers’ viewing is biased towards right hand pages of a spread and adverts on the right are seen more (94% vs 89% for left-hand pages). • Ad recall is generally higher for ads placed on right even when like by like sizes are compared. Source: RAMetrics. Countries: England/Scotland. Left – 30 ads from 20/09/2016 to 03/04/2017, Right – 31 ads from 03/11/2016 to 03/04/2017. Score base: read the newspaper.
Left vs right - Ad recall 68% 61% Left Right Source: RAMetrics. Countries: England/Scotland. Left – 609 ads, Right ~ 658 ads from 2011 – 2020, . Score base: Read the newspaper.
Left vs right ad comparison – read newspaper brand measures engagement attention + recognition action 47% Left 43% 36% 29% 27% 26% 27% 21% 19% 18% cu ss en d m co m re /w ug ht bo ha ve 13% bu ill tis er dv ta si Source: RAMetrics. Countries: England/Scotland. Left – 609 ads, Right ~ 658 ads from 2011 – 2020, . Score base: Read the newspaper. 14% di s 11% er te si vi fo in e lo ok fo rm or 13% 15% y 12% tw eb na io ot pr fre sh ap em oa in st re te in 15% 14% l ch g it 15% ne f to s pe al be m e e tiv si ap ne w in fo de r un to y po st rm at io n an d ad e lik ea s fa m ilia rit y g di n an br at te nt io n 15% si 27% 25% 23% 32% 30% vi 32% 30% 31% Right 35% 33% io n 33% rm at 41% 42% 16%
Left vs right ad comparison brand measures engagement attention + recognition action Left 69% 65% 62% 53% 48% 44% Right 49% 47% 46% 49% 43% 40% 52% 49% 47% 46% 43% 41% 37% 36% 32% 26% cu ss m co m re ill /w ug ht bo ha ve en d y bu er tis er dv ta si fo ok lo Source: RAMetrics. Countries: England/Scotland. Left – 609 ads, Right ~ 658 ads from 2011 – 2020, . Score base: Noticed ad. 20% 18% di s 20% 21% te si tw eb si fo in e rm or 22% 20% io n rm at na io ot pr fre sh ap em oa in st re te in l ch g it ne f to s pe al ap be m e e tiv si rm at ne w in fo de r un to sy po io n d st an ad e lik ea rit y ilia fa m br an di n g n io nt at te 23% vi 25% 24% vi 28% 22%
Left vs right - Ad recall 63% 66% 64% Left 66% Right 60% 56% Full page Quarter page Source: RAMetrics. Countries: England/Scotland. Left – 609 ads, Right ~ 658 ads from 2011 – 2020 Score base: Noticed ad. Strip ad
Although left-hand page ads are less recalled, they are just as good as right-hand ads at converting engaged readers into action takers Right Left Ad recall 68% Ad recall 61% 79% 93% Brand recognition 54% Brand recognition 57% 91% 79% Engagement 45% Action 22% 49% Action 24% Source: RAMetrics. Countries: England/Scotland. Left – 609 ads, Right ~ 658 ads from 2011 – 2020 Score base: Noticed ad. 49%
Eye tracking shows attention leans right 73% 1. 4” 67% 1. 4” Source: Lumen eye tracking. Base: 34, 742 impressions
Eye tracking shows attention leans right Right hand pages get more attention Higher standout on the right-hand page 100% 89% 80% 74% 77% 68% 73% 94% 77% 60% 42% 60% 58% 40% 20% 0% Right hand page Left hand page 10 x 7 17 x 7 25 x 4 FP
The natural gaze path means left hand ads seen last and less Source: Lumen eye tracking. Base: 34, 742 impressions
The natural gaze path means left hand ads seen last and less Source: Lumen eye tracking. Base: 34, 742 impressions § The eye naturally tends to start in the middle of a page § It then scans to the right, and back across § This means ads in the lower left position are more likely to be missed
- Left right turn around go go go
- Left left right right go go go
- Right product right place right time right price
- Right time right place right quantity right quality
- The right man on the right place at the right time
- Example of findings in research
- Key activities canvas
- Business model canvas tripadvisor
- What condition threatens peeta's life?
- Thick hull foam heck sicko
- He wins souls is wise
- Windows internet name service (wins)