Have you ever wondered which ads placed in the national newspapers are the most effective at engaging readers? Lumen Research do an eye tracking research each week to find out which of the ads were most successful in getting attention: www.lumen-research.com Evans Cycles is this week winner showing positive effect a good story can have on the attention to an ad. We’ve found that if an ad is on a page with a story which gets a lot of attention, the ad is likely to get more attention. This week Evans Cycles benefited from an eye catching story of a man with square hair. The greater time spent looking at the page meant that attention was more likely to go to the ad so it scored well above the norm for a 10x7 on page 34. Breaking the Boundaries The 17x15 ad for the new Transformers film scored above the norm for standout People don’t look for ads, attention has to be captured, a great way to do this is to do something people don’t expect. The way in which the Transformers ad protrudes on to the rest of the page makes it very hard to ignore.

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The positive effect a good story: An eye-tracking study by Lumen Research
04/07/2014

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The Editorial Effect
Evans Cycles is this weeks winner showing positive effect a good story can have on the attention to an ad.
We’ve found that if an ad is on a page with a story which gets a lot of attention, the ad is likely to get more attention.
This week Evans Cycles benefited from an eye catching story of a man with square hair.
The greater time spent looking at the page meant that attention was more likely to go to the ad so it scored well above the norm for a 10x7 on page 34. © Lumen Research Ltd 2013

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Engagement: 3.1 seconds
Expected Engagement: 1.3 seconds

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Breaking the Boundaries
The 17x15 ad for the new Transformers film scored above the norm for standout
People don’t look for ads, attention has to be captured, a great way to do this is to do something people don’t expect.
The way in which the Transformers ad protrudes on to the rest of the page makes it very hard to ignore.
© Lumen Research Ltd 2013

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Standout: 85%
Expected Standout: 77%