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.
True – Creative Director: Eric Stephens