21 August 2007
Another eye tracking research study released by Jakob Neilson highlights unethical advertising techniques, not a new topic, just another perspective.
From a publisher’s point of view, the study investigates how effect it is to make your websites adverts look like content. His findings suggest that more users will take notice of this type of advert.
Jakob Neilson was hesitant to make his findings public knowledge, seemingly apprehensive that many publishers would, presumably out of fear, jeopardise their online user experience to keep their advertisers happy.
Jakob Neilson comments:
The more an ad looks like a native site component, the more users will look at it. Not only should the ad look like the site's other design elements, it should appear to be part of the specific page section in which it's displayed.
This overtly violates publishing's principle of separating "church and state" - that is, the distinction between editorial content and paid advertisements should always be clear.
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