Left vs right who wins Key Findings Left

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Left vs right – who wins?

Left vs right – who wins?

Key Findings: Left vs right • RAMetrics data shows that being on the left

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 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

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%

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%

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

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 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

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

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

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