Native ads are more effective than banners

Research conducted by Nielsen and Sharethroug concluded that the human brain ignores the contents of the banners. Researchers used eye tracking technology and knowledge from neuroscience to study the route followed by eyes when they are reading on a website.Also, the study was based on the behavior of users on different formats of web pages, with the intention to obtain the closest results to reality of consumers.The research was conducted with a representative sample of users who were asked to consult for 15 seconds a web page. In each of them were inserted various advertising strategies, the most important banners. The surprise was great when the results shown were leaning more towards the native advertising than banners, the latter being those that go unnoticed in most cases.The researchers noted that the key is in the visual targeting used by users, since the native advertising requires a focus on the text instead of images, which means that users focus more on reading contents. Nielsen stresses that it is more likely that users read native advertising than banners, linking words to be more effective.