Updated: Oct 9, 2020
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.
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. 2013 © EyeTrackShop powered by Sticky
The SpecSavers i-Roll out-performed benchmarks on all key brand metrics:
Time to First Fixation: