Animated ads displayed vertically garnered the most
attention. Furthermore, animation was found to significantly improve recall
of content. Kuisma et al.28
discovered one unexpected finding. Their
subjects were able to recognize ad content without actually having to look at
the ad (i.e., there was no fixation on the ad). They further discuss ways in
which online consumers are able to allocate their focal attention to irrelevant
ads when they are involved in multiple tasks on a screen.