Anyone who does web sites must check out theStanford Poytner Project. They watched peoples eyes as they read news web pages. The eyes could be tracked as screens scrolled normally. They say this is the first such scrolling-screen eyetracking effort. They reached a few interesting conclusions.
Where do eyes go initially after firing up the first screenful of online news? To text, most likely. Also contrary to much current belief, we found that banner ads do catch online readers\' attention. For the 45 percent of banner ads looked at at all, our subjects\' eyes fixated (definition) on them for an average one second. That is long enough to perceive the ad.