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Online Publishers Association Unveils Biometric and Eye Tracking Research to Assess the Effectiveness of New OPA Ad Units
Date:11/2/2010

NEW YORK, Nov. 2, 2010 /PRNewswire/ -- The Online Publishers Association (OPA) today released a new study, "Biometric Evaluation: Assessing the Effectiveness of the OPA Ad Unit," that found that 90 percent of participants notice OPA Ad Units in the first 10 seconds of being on a webpage and users who fixated(1) on the OPA Ad Units during the same timeframe were as emotionally engaged with the advertising as with the rest of the webpage content. The study further revealed that 67 percent of users returned to look at the OPA Ad Units after spending time elsewhere on the webpage.

OPA partnered with Innerscope Research, Inc., the leader in using biometrics to deliver emotion-based consumer insights, to study the impact and advertising effectiveness of the OPA Ad Units. Since traditional research methods are limited in their ability to measure how the end user specifically engages with advertising, Innerscope's technology allowed the OPA to better understand the impact of the OPA Ad Units, which are designed to provide a platform for marketers to deliver their brand experiences as opposed to encouraging consumers to click. OPA Ad Units, which include(2) the Pushdown, the Fixed Panel and the XXL Box, were introduced in July of 2009.

"A key question for advertisers is whether consumers notice their ad and if they engage with it; through Innerscope's biometric technology we found that OPA Ad Units are having significant impact in driving emotional engagement," said Pam Horan, President of the OPA. "We can actually see a participants' eye tracking activity as they view the ad, read the content, and then return to the ad. The findings show that OPA Ad Units are not only drawing attention back to the advertising, but are also generating significant interest and therefore are a very effective platform for brand marketers to deliver messages."

Additional results from "Biometric Evaluation: Assessing the Effectiveness of the OPA Ad Unit" include:

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SOURCE Online Publishers Association
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