Lumen In the Press:
10 brilliant digital marketing stats we’ve seen this week

Ads are 80% more likely to be seen on news brand sites

In a comparison of ad viewability, a study by Lumen found news brand sites to far outperform non-newsbrand sites, showing that ads were 80% more likely to be seen.

Using eye-tracking technology, the study found just 20% of all ‘viewable’ digital ads were actually seen by the participants. However, 24% of viewable ads were viewed on newsbrand sites compared to just 13% elsewhere.

Meanwhile, ads on newsbrands sites were noticed in around half the time required by other sites, and dwell time was almost twice as long.
— Nikki Gilliland, Econsultancy

Lumen in the Press: <br/> Men are 'more responsive' to online ads

Lumen in the Press:
Men are 'more responsive' to online ads

Men are ‘more responsive’ to online ads
Men are more responsive to online ads than women, according to an eye-tracking study by picture provider Shutterstock.

An image of a child in a ballpit with a heatmap showing where most people’s eyes were drawn
An image of a child in a ballpit with a heatmap showing where most people’s eyes were drawn
Shutterstock’s study, carried out by eye-tracking specialists Lumen, found that simple image-led online ads which mirror the demographic profile of their target audience perform best.

Males looked at the ads for 0.4 seconds longer than females...
— Omar Oakes, Campaign

Lumen in the Press:
For the first time in 30 years there is a declining trend in the effectiveness of media

Marketing has become so focused on the “who” and targeting people we have lost sight of the importance of the context of that connection and the impact that has on effectiveness

This was one conclusion from the recent Newsworks Effectiveness Summit. Mike Follet of Lumen Research used an eye tracking panel to highlight that only 20% of “viewable” ads are actually viewed (only 6% for more than 1 second). His key point being that just because you can see an ad does not mean that you will...
— Graeme Wright, Havas People

Lumen in the Press:
Paying (For) Attention

Lumen's Mike Follett examining eye-tracking research to assess the value of quality context on attention levels at Newsworks' Effectiveness Summit 2017

Lumen in the Press:

UK – The context in which digital advertising is viewed has a significant impact on its effectiveness according to research by Lumen for Newsworks.
Ads on digital newsbrand sites were 84% more likely to be viewed than advertising on non-newsbrand sites according to the research which was conducted over the past 18 months by Lumen with Nectar.
The research consisted of a panel of 500 with laptop mounted eye-tracking cameras which could passively track people’s eye movements.
Mike Follett (pictured), managing director, Lumen said: “The more you...
— Jane Bainbridge, Research Live

Not On The High Street Wins our Panellists Hearts

Since it's Valentines Day, we decided to test whether digital valentines ads would receive more attention than non-valentines ads, or whether people would pay attention to the ads at all!

Click to view the results and find out whether romance is really dead...

Lumen In The Press:
Ad Attention Increases During Key Shopping Times - Newsworks

Eye-tracking specialists Lumen tested a wide range of print and online newsbrand ads in December 2016, to see which were noticed, what most interested people and how long they spent looking at the ads.

It found that people spend longer reading their newspapers around Christmas – and that includes the ads. Total viewing time for print and digital newsbrand ads increased by 36% in December – that’s over 100,000 hours more than pre-December...

Netflix - Advertising's Answer To Unfortunate Events

For Every Unfortunate Event, There's an Advertising Solution

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

This week's winner was an ad from Netflix's new series 'A Series of Unfortunate Events', based on the children's novels by Lemony Snicket. 

print ad testing

Netflix created an unusual, full page ad in the format of a letter directly addressing commuters reading The Metro. For anyone who has read the books, seen the film or the series, the letters wording is in keeping with Lemony Snickets dark humour and allows readers to relate to the ad by using a topical theme of the 'winter morning commute'.

advertising engagement statistics

As the heat map above illustrates, the ad successfully grabbed readers attention, with high levels of standout, and held it there for an average of 18.5 seconds!

Safely beating the expected norm of 3.3 seconds.

feature analysis

Using lots of copy in ads can go one of two ways, however, this particular ad managed to keep readers engaged with  61% reading the letter till the end. 

All paragraphs did well, particularly the bullet points in the middle of the letter, where 80% of the sample were engaged for an average of 4.8"

These bullet points use clever wordplay, one of the authors traits, to humour the readers and intrigue them to read on to where they find out that the ad is for a new Netflix series.

Is Lemony Snickets Secret Society too Secretive?

advertising recall graph

Although, this ad won readers attention, recall for the Netflix brand was weak.
Only 9% spontaneously remembered seeing a Netflix ad and only 16% remembered when prompted.




The letter cleverly spoke to its audience in the authors voice, however the brands voice seems to have been lost amongst this, with very low numbers of people remembering seeing an ad for Netflix. 
There was no Netflix branding and it was only mentioned once in the final paragraph, which received the lowest standout and engagement levels of the four main paragraphs. However, the letter clearly created intrigue and illustrates the series' secretive style.

If you want to test your creatives using our eye tracking technology or want to find out more about what we do drop us an email by clicking the link above!

Virgin Mobile Prove Ad Size Isn't Everything

Virgin Mobile's Latest Ad May be Small but Was Still This Weeks Omnibus Winner

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.

Print ad testing

Virign Mobile made this small ad format (20x2) work well for them by being careful not to include too much information & choosing a catchy, play-on headline to intrigue the reader. Virgin get straight to the point of the ad, highlighting their special offer by using contrasting colours for text and background, that also link with their brand identity

advert engagement statistics

Virgin's ad achieved 14% higher standout and 0.3" longer engagement on avg. when compared to our normative database of over 3000 ads.


Virgin Not As Well Known For Their Mobile Network Deals?

Despite gaining the most attention compared to expected norms, Virgin did not perform as well on recall. Just 13% remembered spontaneously and 24% after being prompted. 

However, Virgin currently only have a small market share as a mobile network provider compared to some competitors, which could weaken recall for them offering a mobile SIM deal.

advert recall data

Eye-catching ads like this, however, may help to improve the brand being better recognised as a mobile network provider in the future.

Top Tips for Small Ads

1. Keep your message clear and simple
2. Use contrasting colours so text stands out
3. Keep some negative space on your ad
4. Try a catchy headline to grab readers attention

Although smaller ads may have lower standout when compared to a full page ad, if done correctly you can still grab the majority of readers attention and save yourself a few quid!