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.
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.
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.
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.
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!