Who won the mail? #6

Have you ever wondered which ads placed in the national newspapers are the most effective at engaging readers? Newsline has partnered with Lumen Research to find out.

Well we must have been too busy surfing the aisles of Waitrose for ‘essential’ quails eggs and crisp & zingy mojito chicken cigarellos to notice this week’s winning ad in the Daily Mail, but apparently it belonged to Asda with its Bank Holiday bonanza of an ad – Dairylea slices n’all!

With an advert full of ‘everything you need for a great bank holiday’ – which is basically just lots of alcohol and meat (no wonder 64% of Brits are either overweight or obese) – Asda managed to capture the attention of 100% of Mail readers, who salivated at those nutritious Bank Holiday bargains for an average of 4.8 seconds.

Commenting on why the ad was so successful, Lumen founder, Mike Follett, said: “The simple grouping by price method and large appealing pictures of cooked food gain attention and make the ad easy to navigate.

“Linking the offer to a time-bound occasion may also have driven stand out and dwell time.”

The results are determined using eye-tracking technology that measures how long somebody looks at an ad, where the eyes go to first, and which parts are most popular.

According to Follett, alcohol is usually the most eye-catching element of any multi-category ad such as this, however Asda’s ad “shows the power of a good picture”, with the burgers getting more attention than any other element.

So long, binge-drink Britain!

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