Johnny Aldred Johnny Aldred Copy Editor, Performance Marketing World

How do they look? A model’s gaze can have a measurable impact on video ad performance

According to new research from VidMob, creative choices at the start of a video can have a marked influence on customer behaviour.


The direction of a model’s eye gaze in the first few seconds of a video ad can significantly impact performance metrics, but can differ greatly based on context. That’s according to new research by intelligent creative platform VidMob

VidMob analyzed creatives in key verticals where model gaze produces the highest differences in campaign performance: CPG, retail and entertainment. The study analyzed the gaze of models that appear in the first 2 or 3 seconds on 1.1million video assets across 2.1trillion impressions on Instagram, Facebook, Snapchat and YouTube.

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