Average human attention span has been significantly decreasing over the past years. In 2010, the average human was able to concentrate on a particular task for about 13 seconds. Last year, this number has decreased to just 8 seconds. We are getting distracted more and more easily. What it means for marketers is having less and less time to drive consumer's attention to advertised product. (source: National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press)
No matter how much you love your product’s new ad campaign, it won't do any good if no one even notices it. People are overwhelmed by the visual information clutter and simply learned to ignore it. That’s why you need to make sure your design is memorable and attention-grabbing. You need something more than just your instincts to know that. You need data.
In this case study we're comparing three orange juice ads to see how well they do in both absorbing consumer attention and communicating the product’s value.
We’ve discovered that after the total time of 7 seconds ad exposure, over a half of respondents didn't remember the company name. People were focusing on the brand’s logo for about 1.75 seconds but it wasn’t enough to memorize it. In case of this label, the logo is really small and hard to read which makes it a poor brand’s communication carrier.
Although ad concept was creative and fun, only 5% of respondents considered it informative. The overall feeling was rather neutral (52.9%) or slightly positive (26.4%).
Unlike Almarai, most of the respondents (60.9%) remembered the company name and the advertised product. However, more than 37% of respondents passed the message quite indifferently saying that “the company was just trying to sell the product’. This can indicate that “Soak up the sun” is not catchy enough to induce a desired emotional impact on viewers.
As the heatmap for time showed, Simply Orange didn’t have a leading interest area. There were a lot of areas that attracted attention almost equally. This might be the reason why respondents had a neutral reaction to this ad (34.5%).
What we found interesting was that the path of engagement showed incredibly high focus on product’s label. 100% of respondents fixated there for the longest amount of time. The brand logo at the bottom-right corner despite being bigger and placed in the foreground, was far behind it. The hierarchy of viewers’ attention distribution is also visible on the heatmap for attention. As a result, 87.4% of people remembered the ad and 58.6% considered it informative or very informative.
The final test applied to market shelf environment and enabled us to check which product’s package was the most visible and recognized. The results were convergent with the previous tests, confirming our assumptions about the product with highest brand & product communication effectiveness.
The Tropicana juice package was easily seen and recognized by over 74% of the respondents and it’s ad was picked as the favourite one by over 65% of people who took part in our study. Without a doubt, this ad was truly effective. Way to go Tropicana!