If you're trying to get people to spend more time with your ad, you'll want to place it on the right media platform.
That's according to new research out of the University of Sydney, which found that even the best creatives can have a hard time keeping people's attention if they're placed on a platform that's not engaging, the Guardian reports.
"Even the best creative can perform poorly if placed on a less engaging platform, highlighting the importance of matching ads to the right media environment," researcher Claire Nelson-Field says in a press release.
"Media is the stage: Even the best creative can perform poorly if placed on a less engaging platform, highlighting the importance of matching ads to the right media environment," she adds.
To test this, Nelson-Field put 13 brands' ads on 13 different media platforms, including YouTube, Vimeo, and social media, the New York Times reports.
Brand A's ad could get 7.2 seconds of attention on one platform, but that dropped to 2.3 seconds on another.
Ads on social media, meanwhile, often had trouble keeping people's attentionno matter how good the creative was.
"Each platform has its own rules, and as marketers, we need to respect them,"
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