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B&T > Technology > Fairfax Media 360° Video Brings Eye Tracking Research Results To Life
Technology

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

Angela Cross
Published on: 23rd January 2017 at 9:35 AM
Angela Cross
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2 Min Read
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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

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TAGGED: 360 video, einsights, Interior
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By Angela Cross
I have 14 years' experience in communication across the media, travel, finance, health, construction and non-profit sectors. I have worked with major Australian brands, including, SBS, Cover-More, Pizza Hut, Steggles, Wrigley’s, Rabobank and The Leukaemia Foundation, among others, and now also work with the media and marketing sectors. I work with companies to raise and manage their profile primarily with the media, but also with other audiences, such as corporate partners, employees, industry and the community. I specialise in communications strategy, media relations, issues management, executive and business profiling and writing. I launched Pilot PR in October 2013 and also work with Rochelle Burbury at Third Avenue Consulting.

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