Key findings Does size matter Source RAMetrics Countries EnglandScotland Left 30 ads from 20092016 to 03042017 Right 31 ads from 03112016 to 03042017 Score base read the newspaper ID: 612556
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Slide1
Does size matter? Slide2
Key
findings: Does size matter?
RAMetrics data shows that ad size has a big impact on ad performance. Full page ads outperform smaller ads on every measure Full page ads are given more attention – 26% of readers paid close attention compared with 19% for half page ads and 17% for quarter page ads.Larger ads are easier to understand – 46% found full page ads very easy to understand, but only 41% felt the same about half page ads and just 35% for quarter page ad.The larger the ad, the more appealing readers find it – 30% of readers found them personally appealing versus 21% for half page and 19% for quarter page ads.Full page ads are more likely to prompt action – 25% of readers would recommend the company/product, whereas half page ads and quarter page ads both scored 15%.Lumen eye-tracking also demonstrates that people are more likely to see larger ads – full page ads are viewed by 92% of people on average whereas half page ads are viewed by 81% of people. Likewise, readers are spending longer looking at full page ads than half page ads – with average dwell times of 3.3 seconds versus 2.2 seconds respectively.However, the data also shows that creativity is a key contributor to ad performance – A great idea in a small space can easily out-perform a weaker idea in a big space
Source:
RAMetrics
. Countries: England/Scotland. Full page –
100
ads from
27/11/2015
to
31/03/2018,
half page –
100
ads from
10/04/2014- 31/03//2018,
quarter page –
100
ads from
05/06/2009 – 31/02/2018.
Score base: read the newspaper.Slide3
Full page vs half page vs quarter page - Ad recall
Source:
RAMetrics. Countries: England/Scotland. Full page – 100 ads from 27/11/2015 to 31/03/2018, half page – 100 ads from 10/04/2014- 31/03//2018, quarter page – 100 ads from 05/06/2009 – 31/03/2018. Score base: read the newspaper.Slide4
Full page vs half page vs quarter page - ad comparison
attention
actionengagementrecognitionbrand measuresFull
+
Half
Quarter
Source:
RAMetrics
. Countries: England/Scotland. Full page –
100
ads from
27/11/2015
to
31/03/2018,
half page –
100
ads from
10/04/2014- 31/03//2018,
quarter page –
100
ads from
05/06/2009 – 31/03/2018.
Score base: read the newspaper.Slide5
Source: Lumen eye tracking
Standout and dwell time differs by format in print
newsbrandsFull page
25x4
17x7
10x7
Larger formats work harder at grabbing and keeping attention
Full page ads generate 1.5x dwell time
of 10x7
ads
(seconds)Slide6
Source: Lumen eye tracking
Special formats draw attention in print newsbrands
Being inline with editorial can lead to greater attention and dwell timeSignificant uplifts in attention for innovative formats in other contexts (disruptive ads, ‘Battenberg 17x7s’, etc.), which can outperform full page ads