Extending their ‘Should’ve gone to Specsavers’ TV campaign online, the Specsavers i-Roll campaign smashed visual engagement benchmarks.

 

Specsavers wanted to extend their ‘Should’ve’ TV campaign online, to a broad 25-54 audience.

Specsavers i-Roll Campaign

 

Key objectives were high awareness and CTR: 

  • i-Roll delivers long dwell time, with brand messaging in the users’ eyeline throughout
  • Multiple calls-to-action deliver users effectively to their chosen destination
  • Run across premium entertainment sites 

 

 

The video highlights users’ visual exploration of not only the video content itself, but the entire i-Roll creative.

Play video to see moving visual attention heatmap ->

There is clear visual focus on brand messaging, logo and calls-to-action.
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The SpecSavers i-Roll out-performed benchmarks on all key brand metrics:

    

 

 

Time to First Fixation:

Benchmark       i-Roll 

1.5s                 0.5s