Who won the Metro?

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.

While GiffGaff may be considered the riff-raff of the mobile networking world (or not – it just rhymed), the operator has fist-bumped its way to the top spot in this week’s Who won the Metro?

GiffGaff’s advert for Elizabeth Duke – I mean, mobile networking – seemed to resonate best with Thursday’s Metro audience, grabbing 86% of readers’ attention for a total of 5.2 seconds – almost twice the average that is expected for an ad of this format and position.

Lumen founder Mike Follett attributes the ad’s success to the simple, arresting nature of the image, inviting readers to indeed fist bump the ‘Boss of all mobile networks’ (debatable).

“Giffgaff’s approach proves once again that less is often more,” said Lumen.