Join thousands of weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.


Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
Jun 17, 2002
Blog Post

Do you need shorter-running creative? Check out this Stanford/Poynter research

SUMMARY: No summary available.
How long do you think people look at your banner for? According to results from Stanford/Poynter research, just one second. That's it. If your banner's creative takes longer than a second to run, you should test shorter-running creative.

Stanford and The Poynter Institute; both non-profits which have nothing to gain from the online ad industry - teamed up to measure how consumers use online news in 1997, and have been improving the study ever since then. At first they videotaped people surfing, now subjects are hooked up with a head harness that tracks their eyeball movements (no joke, see photo here).

Eyeball tracking studies of this sort were used in the cataloguing industry in the 1980s to determine how catalog shoppers browse. One of their biggest findings at the time was that people look at big pictures first (especially of people) and then their glance goes to the right (unless they are Israelis reading a language that goes in the other direction). This is why to this day catalog layouts generally have the biggest photos at the left and the copy to the right of the page, instead of vice versa.
See Also:

Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.

To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*

Invalid entry - please re-enter

*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.

Improve Your Marketing

Join our thousands of weekly Case Study readers.

Enter your email below to receive MarketingSherpa news, updates, and promotions:

Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions

Best of the Week:
Marketing case studies and research

Chart Of The Week

B2B Marketing

Consumer Marketing

Email marketing

Inbound Marketing

SherpaStore Alerts


We value your privacy and will not rent or sell your email address. Visit our About Us page for contact details.