2014 12 04 who won the sun - a smile gets more attention - eye tracking print advertising research
TRANSCRIPT
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4th December 2014
A sweet smile gets more attentionAn eye-tracking study by Lumen Research
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About this report
© Lumen Research Ltd 2014
Have you ever wondered which ads placed in the national newspapers are themost effective at engaging readers?
This report has been made using 4th
December The Sun newspaper.
The original can be found in the following link:http://www.thesun.co.uk/sol/homepage/
Lumen Research do an eye tracking researcheach week to find out which of the ads weremost successful in getting attention.
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This Week’s Winner: MarsJaswant’s mastery of Malteasers
Congratulations to Mars, beating our norms for standout by 16% with an impressive 88%.
Engagement was also well above norm with people engaging with it for an average of 2.8 seconds, a whole second more than we would have expected for ad of this size on this page.
The clever use of negative space caused contrast to the rest of the paper but, isn’t necessarily instantly recognisable as an ad. A smiley profile of Jaswant (Mars’ friendly Malteasertester) led to the ad performing way above average.
Actual Norm
Standout 88% 72%
Engagement 2.8” 1.8”
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AnalysisSuperiority in simplicity Mars’ brand ad has capitalised on the
basics that we’ve found to work well at engaging audiences: The use of friendly faces Negative space Witty copy
The bold heading received a large amount of engagement, with the copy following closely. Attention to the copy could potentially be improved through consolidation. Remember you are designing for time, not space!
The view order plot is exceptionally logical. The ad allows viewers to easily navigate the advert in a vertical manner.
A vertical view order is a common sign of a successful ad.
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Some Psychology – Mirror Neurons
Mirror neurons have been found in humans, other primates and there is even evidence for them in some birds. A mirror neuron is a neuron that fires both when an animal acts and when it observes the same action performed by others. Consequently, the observer “mirrors” the behaviour as though they, themselves were acting. In this instance, when you see Jaswant smiling mirror neurons, found in humans in the premotor cortex, the supplementary motor area, inferior parietal cortex and the primary somatosensory cortex fire making you feel as though you are smiling yourself.
The purpose of mirror neurons is still debated. Some researchers believe that they help develop theory of mind skills by simulating the actions of others, whereas, many cognitive psychologists and neuroscientists believe they are crucial for developing the perception/action coupling found in common coding theory. Based on a study from 2005 the neuroscientist Marco Iacoboni argued that mirror neurons allow people to understand the actions and intentions of other people, such as, the intention of drinking a cup of tea when one is picked up. Furthermore, he’s argued that mirror neurons could be the basis for human emotions, for example, when you see someone well up you feel empathy as you literally, on some level, feel what they are feeling.
Iacoboni M., (2005). Grasping the Intentions of Others with One’s Own Mirror Neuron system. PLOS Biology
Blakeslee, S., (2006). Cells That Read Minds. New York Times, Science.
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More eye-tracking studies
© Lumen Research Ltd 2014
• Who Won Black Friday in The Sun
http://www.slideshare.net/LumenResearch/2014-11-28-who-won-the-sun-black-friday
http://www.slideshare.net/LumenResearch/2014-11-20-who-won-the-mirror-pensions
• Who Won The Mirror – Age before beauty
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More eye-tracking studies
© Lumen Research Ltd 2014
http://www.slideshare.net/LumenResearch/201411
06-who-won-the-mirror-virgin-media
• Who Won The Mirror: Virgin Media and The Fear
Of Missing Out
• Who Won The Mirror - Iceland Mince Pies
http://www.slideshare.net/LumenResearch/2014-
10-30-who-won-the-mirror-iceland-mince-pies