In a cluttered retail environment consumers are constantly being bombarded with advertising messages, now more than ever it is essential for advertisers to select the most effective and innovative forms or advertising to compete for customer attention. iReach WorldWide was commissioned by Spar to analyse several ad formats for effectiveness both of drawing attention and of being remembered by shoppers.
iReach WorldWide recruited 200 convenience store shoppers in close proximity to the 3 Spar stores and in high football retail areas. Shoppers were likely to have interaction with roadside panels along the path to purchase (48/96 sheet Billboards, Metropoles and Adshel bus shelters) as well as Adbox, Adtower, Digitower or C-screen at the shop itself. Video data was analysed to compare the different ad formats encountered by shoppers. Ads were compared for number of fixations (the number of times shoppers looked at them) and gaze times (the length of time shoppers looked at each Ad). The shoppers were also asked if they could recall noticing the ad and its content.
Finding from the study provided Spar with valuable information on which of their ads were performing well and which were not. Prior to eye tracking research, measuring the effectiveness of advertising has presented a difficult challenge for marketers, giving those who use eye tracking a distinct advantage in a highly competitive marketplace.