Ads Near Premium Content Get More Attention | Media Post

Publishers have long contended that “content is king” and marketers benefit from adjacency to quality editorial as a way of differentiating themselves and justifying higher ad prices.

Now they’re getting some data to back up their pitch courtesy of Teads, a native video ad clearinghouse that studied various contextual placements for mobile video ads using eye-tracking technology.

According to the Teads study, readers looking at premium editorial content don’t scroll through as quickly as other types of content – presumably because they are actually paying attention to it.

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