This “Extra Special” ad gets all the engagement!

22nd December 2014

An eye-tracking study by Lumen Research

This Week’s WinnerExtra special engagement for ASDA.

Actual Expected

Standout 100% 100%

Engagement

4.5” 3.0”

This week’s winner is Asda, who’s pre-Christmas DPS generated 4.5 seconds of attention – more than half as much again from the norm and a massive 1.5 seconds longer than expected.

Feature AnalysisCrab, Cheesecake and Wine

The three nominations that received the most respondent attention were the crab, the cheesecake and the wine (no surprises there!)

Christmas norms and the extra special, high quality images worked hard to boost engagement.

There were other Christmas adverts in this weeks edition, however ASDA’s double page spread definitely outperformed them all.

Those Christmas memories…High engagement = good recall!

ASDA have definitely generated a notable ROI in terms of attention and recall.

By engaging the audience for 4.5 seconds, ASDA received a prompted recall rate of 77%!

Although this can’t be attributed to just this advert (there were a number of others in the paper) this ad will have definitely worked hard to boost recall.

We have consistently found that adverts that are engaged with for longer than 2 seconds are better remembered! This is our “2 second rule”!

Prompted Unprompt

ed

ASDA 77% 68%

Asda in pole position

 What’s particularly interesting, however, is how attention is distributed throughout the ad, with most attention going to the two central slots on the upper level of the layout, with the bottom left corner coming in strong too. These slots are obviously pol position when it comes to retail advertising.

This demonstrates a learning that we have made time and again: not all elements of an ad will get equal attention. Some positions on a page are worth a lot more than others. Canny advertisers will be able to use this to their advantage, putting their best offers in the prime locations.

If you would like to learn more about what works – and what doesn’t – when it comes to generating attention, please get in touch with us.