Attention Spillovers from News to Ads: Evidence from an Eye-Tracking Experiment – MSI

Working Paper

Attention Spillovers from News to Ads: Evidence from an Eye-Tracking Experiment

Andrey Simonov

Columbia University

Tommaso Valletti

Imperial College London

Andre Veiga

Imperial College London

Mar 8, 2024

Uses dwell time and non-intrusive eye-tracking to explore how incremental attention to news articles results in incremental attention spillovers to online display ads that drive consumer purchase behavior.

Topics

advertising Consumer Behavior & Insights Marketing ROI Omnichannels & Customer Journey

research recap

The Eyes Have It: Attention “Spillovers” from Online Articles to Display Ads

Assessing the effectiveness of online display advertising requires reliable measures of attention and understanding how the context of ad placements can help or harm brands. Eye-tracking and dwell time confirm that “spillover” of attention from both soft and hard news content to ads can drive consumer purchase behavior.

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