Attention, recall, and purchase : Experimental evidence on online news and advertising

We conduct an experiment in which subjects read online news articles and are shown ads for brands next to these articles. Using eye-tracking technology, we measure the attention that each individual pays to each article and ad. Then, respondents choose between cash or vouchers for the brands advertised. Attention to ads is a predictor of both willingness-to-pay for brands and brand recall. The main predictors of attention include the type of news and the match between individual political preferences and the media outlet