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Eye Tracking Technology

Halitosis - Hard Not To Notice

The first eye tracking omnibus of 2017 revealed The Bad Breath Co. as the winners!

80 nationally representative participants read a digitised copy of The Metro while their eye movements were recorded, to reveal which ad gained the most attention.

Creative Ad Testing

The Bad Breath Co. get straight to the point with their statement headline and large product image, instantly telling the audience what they are offering. Print ads only have a short time-frame to engage and relay a message, so this is an important tactic!

Eye tracking metrics

The ad had 14% higher standout and 0.6" longer of engagement compared to the expected norm

bad breath feature.png

The product image engaged over half the readers for an average of 1.5". However, this image also includes product and brand info, which is why we may see these long dwell times.

Although this ad has a striking headline and product image it isn't all squeaky clean! The extra copy, under the logo, uses very small and difficult to read font that readers are likely to ignore.


Creative ad testing

 

The Science-y Bit

Layout is a key factor of performance. Psychological studies have revealed that stimuli presented in the left visual field is processed by the right hemisphere and vice versa.

 

Since our right hemisphere is better suited to processing pictorial info and the left hemisphere to logical/verbal info, by placing images on the left and text on the right of ads (like The Bad Breath Co.) processing fluency should increase, allowing readers to digest the ad quicker. (Grobelny & Michalski, 2015).

Lidl Are This Year's Final Christmas Ad Winners!

Our final omnibus of the year had 80 participants read through an online version of The Metro, whilst we recorded their eye movements. The eye tracking results revealed that Lidl's Christmas Advertorial won the most attention.

Eye tracking results Lidl

Usually, our results say less is more, but in this case, Lidl's ad revealed more is more! They have linked their advertorial to their long-running 'Lidl Surprises' campaign, which is working to change perceptions about the quality of their food.

Eye Tracking Results

This is not the first advertorial Lidl have used to promote their Christmas products. Early December they ran an advertorial on page 4 of The Metro, advertising their range of Ice-wine, again emphasising the quality of their products. 

Eye Tracking Feature Analysis

Both ads outperformed expected norms and the feature analysis shows how participants were drawn to the article banner, giving them enough time to comprehend who and what the main article is about. Around 50% also spent longer than 1" on the ad copy, allowing time to scan and recognise Lidl's campaign message.

Eye Tracking Dwell Times

Using an advertorial has allowed Lidl to tell a more in-depth story about their Christmas products and where they come from, which works nicely with their TV Christmas ad that focuses on how its turkeys get from farm to plate!