Fairfax Media 360° Video Brings Eye Tracking Research Results To Life

Fairfax Media 360° Video Brings Eye Tracking Research Results To Life
SHARE
THIS



Fairfax Media today launched an innovative campaign, featuring a 360° video, to share key digital advertising insights from its market-leading Eye Tracking Research Study.

The study analysed visual behaviour of SMH.com.au readers across desktop and smartphone, to determine the advertising creative and native content that draws the most attention of digital audiences.

The interactive 360° video, best experienced on smartphone, uses a narrator and visual cues to guide viewers through four segments to highlight the key insights from the research:

  • Advertisers have milliseconds to connect with their audience;
  • Creative must be clear and simple;
  • Size matters but position is king;
  • Native content drives significantly higher ad recall

Fairfax Media commercial director, Tom Armstrong said: “This Eye Tracking Study provides definitive insights on our audience’s behaviour across our digital news mastheads and allows us to continue to evolve our ad solutions to deliver engaged audiences for our clients.

“This study provides our advertisers with insights about the most effective formats and placements, the value of native, and guidelines for creative to ensure brands create more effective experiences for audiences across our network.”

Fairfax Media’s trade marketing director, Lise Kay said: “When we created this campaign, we were committed to the creative and the format being as innovative as the study itself. The interactive 360° video, which can be viewed on smartphone or desktop, encourages our clients to engage and interact with the research findings and provides visual proof of the advertising formats and creative that captured audiences’ attention.”

The key insight segments from the 360° video have been split into individual 30 second clips, and are being promoted through a social media campaign, targeted at advertising audiences, across Facebook and LinkedIn. The campaign encourages viewers to visit the Fairfax AdCentre to interact with the 360° video and immerse in the full results of the study.

 

Campaign credits:

True – Creative Director: Eric Stephens

Cinemersive – DOP and Technical Director: Josef Heks

Please login with linkedin to comment

360 video einsights Interior

Latest News

Study: Why The Australian Made Green & Gold Kangaroo Remains A Winner
  • Marketing

Study: Why The Australian Made Green & Gold Kangaroo Remains A Winner

The Australian Made logo has confirmed its international appeal, with new Horizon Consumer Science research finding 97 per cent of overseas consumers have a positive first impression of the iconic green and gold kangaroo. The research, which was carried out in six diverse export markets, found that more than two thirds (70 per cent) of […]

DDB Melbourne Wins Dulux’s Creative
  • Advertising

DDB Melbourne Wins Dulux’s Creative

Dulux has appointed DDB Melbourne as its sole creative and strategy agency following a competitive pitch. As a result of the appointment, the agency will lead strategy and creative for Dulux’s Decorative paints and coatings portfolio of brands, including Dulux, British Paints, and Berger. Dulux GM of Marketing, Strategy & Growth, Richard Hansen said: “Previously […]

ME Bank’s Candice Ayad: Leaders Of The Future Must Show Empathy, Vulnerability
  • Marketing

ME Bank’s Candice Ayad: Leaders Of The Future Must Show Empathy, Vulnerability

Candice Ayad has worked with strong, powerful women leaders. But they lacked two fundamental qualities in their leadership, which, she says, will be critical within businesses going forward. The Women in Media Awards, presented by Are Media, are just days away, with the best of Australian media set to be recognised and celebrated for their […]

by B&T Magazine

B&T Magazine
The Five Values For Business Success
  • Opinion

The Five Values For Business Success

Here's a serious business article that hopefully ticks B&T's quota box for serious business articles.

Opinion

by B&T Magazine

B&T Magazine
Is B2B Marketing Missing Its Emotional Touch?
  • Media

Is B2B Marketing Missing Its Emotional Touch?

B2B marketers could learn a thing or two from their B2C colleagues, argues WP Engine VP APAC sales Mark Randall in this guest post. It surprises me how many B2B organisations are not quite hitting the mark when it comes to reaching their audience. When talking directly to businesses, many brands are missing an opportunity […]

Opinion

by B&T Magazine

B&T Magazine
Burger King Trials Reusable Packaging
  • Media

Burger King Trials Reusable Packaging

Here's a top initiative from Burger King that does kinda sound like a slightly tedious Craig Reucassel documentary.

by B&T Magazine

B&T Magazine