Reading features on smartphones vary depending on the platform in which the content is embedded.
In general, if an article is composed of a single topic, such as a news or blog, then the text content and image are linked together. In this case, the eyes of the reader move from left to right depending on the space between the lines. The characteristic of reading this kind of article is that it repeats reading from left to right at a very slow speed.
How Scrollads works
Scrolling begins after you have read enough of the current page. And the scrolling area is the second area that does not overlap with the first area you have just read. Scrolling moves relatively slowly and the number of scrolling is also less high.
In this case, if an ad breaks into the moving line of the reader’s gaze, the readability deteriorates, and displeasure of the reader is likely to increase.
In the case of Facebook, Twitter or Instagram, different contents in a rectangular space are exposed sequentially in the timeline. In this type of platform, different objects try to draw the attention of the reader. Usually, the one with the largest image comes into sight, followed by profile pictures, and then headline text.
In this case, the eyes of the reader move faster from the strongest objects to the least, and the number and speed of scrolling gets relatively faster.
In this case, the ad between two contents becomes recognized as a single piece of content. Hence, it does not give a feeling of alienation from other images that attract reader’s attention. That’s why this can be an advantage for native ads.