Ad success depends on applying creative insights in context

Anthony Lamy

The direct gaze of an ad model towards the viewer has an effect on campaign effectiveness.

A heavy focus on consumer gaze is logical in an industry that’s about capturing eyeball attention. But despite the valuable insights that tracking tools can offer around how well advertising formats and placements capture an audience’s attention, they often miss one vital factor: the perspective of ad creative.

Whether models in ads gaze directly at audiences or not may seem like a minor detail. However, according to VidMob’s recent study of more than two trillion social media impressions, the impact on video ad effectiveness is meaningful.

Analysis of data spanning multiple platforms (Facebook, Instagram, Snapchat and...

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