2014 06 19 who won the metro - lidl’s triple threat - newspaper print advertising eyetracking...
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Lidl’s Triple Threat:An eye-tracking study by Lumen Research 19/06/2014
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Lidl’s Triple Threat
© Lumen Research Ltd 2013
Lidl made use of multiple ads highlighting three different product types; soft furnishings, FMCGs and event related products.
Viewed individually Lidl’s ads perform at norm for their size and location
Viewed in aggregate the three fractional ads massively outperform a DPS, for a fraction of the price
Standout: 64%Engagement: 1.7”
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The Power of Three
When the Lidl ads are considered together they fair much better.
82% participants saw at least one of the ads with 57% seeing at least two of the ads.
The Lidl ads achieved a combined engagement of 7.1 seconds.
This explains why Lidl also did very well in unprompted recall (46%)
Greater exposure to brands strengthens memory structures related, increasing recall and buying propensities. (Sharp, 2010)
© Lumen Research Ltd 2013
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Lidl Page 18 and 20 (25x4)
© Lumen Research Ltd 2013
Standout: 49%Engagement: 2.9”
Standout: 62%Engagement: 2.5”
Page 18 – FMCG Products Page 20 – Football Memorabilia
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The Effect of Category
© Lumen Research Ltd 2013
The effect of category is quite clear in the second two ads.
Almost everyone is interested in food promotions with 62% of participants viewing the ad, fewer people are interested in the football memorabilia this meant it was viewed by 13% fewer people (49%).
People have an ability to ignore ads which they are not interested in without even looking directly at them, this is important to consider as it can have a huge effect of the standout of the ad.
However, the people which did look at the football memorabilia looked at it for longer (2.9 seconds), on average, than the people which looked at the FMCG products (2.5 seconds).
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