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Online Ads Need to Be More Engaging
A study from McPheters & Company in co-operation with Condé Nast and CBS Vision found that magazines and TV ads are more effective than online ads. The study looked at 30-second TV ads, full-page 4-color magazine ads, and Internet banner ads in standard sizes.
They used eye-tracking software to determine the circumstances for when online ads were actually seen by participants. Highlights of the study include:
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