Results
- Creative has been looked at twice long time when they were placed on the top of the page or the right hand side box
- Creative have been different - a little bit and primarily the top banner - in the way their position altered their looking at
- No relationship between the level the respondent considers himself/herself as an ad avoider and the share they looked at the creative
- In case of certain creative, significant differences exist between males and females, concerning the length and frequency of fixations
- In case of certain creative, significant differences exist between males and females on the recall and identification of ads
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