Display ad case study: Specsavers uses visual engagement to smash benchmarks

Digital marketing industry case study library

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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:

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Time to First Fixation:

Benchmark i-Roll
1.5s 0.5s

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