2014 08 28 who won the metro – iphone 5c déjà vu: bright contrasting colours - newspaper print...
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lumen-research.com
28-08-2014
iPhone déjà vuAn eye-tracking study by Lumen Research
lumen-research.com
O2 Two
© Lumen Research Ltd 2014
Remember this ad from our 14th
August? This week we have a case of déjà vu with O2.
With an entirely different sample of 80 nationally representative respondents, O2 have managed to win our study for a second time with the same ad.
It goes to show that the clear layout with bright contrasting colours is a winning formula.
The level of engagement with the ad is particularly noteworthy, people are happy to read the copy in the ad when it is clear and succinct, requiring minimal effort.
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[email protected]© Lumen Research Ltd 2014
Interestingly, this works out as a natural experiment for O2. We can see the difference between when they placed their ad on page 2 (on the 14th) in comparison to page 8 (this week).
Both of these ads performed well, however, standout and engagement with the full page ad was greater when the ad was placed on page 2 of the paper.
The ad on page 2 achieved 92% standout and 4.5 seconds of engagement, whereas the ad on page 8 achieved 79% standout and 3.3 seconds of engagement.
Engaging with ads builds and reinforces memory structures, this is why on the 14th recall of the ad was 57% as opposed to 32% this week.
Page 2, 14th
August
Page 8, 28th
August