Extending their ‘Should’ve gone to Specsavers’ TV campaign online, the Specsavers i-Roll campaign smashed visual engagement benchmarks. The case study looks at how the optician expanded its appeal to a broad 25-54 audience.
Key objectives were high awareness and CTR:
• i-Roll delivers long dwell time, with brand messaging in the users’ eyeline throughout
• Multiple calls-to-action deliver users effectively to their chosen destination
• Run across premium entertainment sites
The video highlights users’ visual exploration of not only the video content itself, but the entire i-Roll creative.
There is clear visual focus on brand messaging, logo and calls-to-action.
The SpecSavers i-Roll out-performed benchmarks on all key brand metrics:
Time to First Fixation:
Benchmark i-Roll
1.5s 0.5s
