Print is the medium to invest in right now if you want to grab the attention of your audience.
According to eye-tracking specialists Lumen, print advertising is currently generating 21% more attention than the norm for the medium. Some 88% of press ads run during the week of 18th to 25th March were viewed compared with an average view rate of 75%. Two-thirds (66%) of viewable digital ads were noticed compared with an average of 55% for desktop digital tests conducted in the past six months.
Dwell time – the amount of time spent actually looking at the ads – has also remained relatively strong. The average dwell time with digital ads in tests run last month was 1.5 seconds, slightly down from the Lumen average of 1.9 seconds. Dwell time with print advertising, on the other hand, increased slightly from 2.1 seconds to 2.2 seconds.