John Lewis advertising is hugely popular around Christmas time – So we take a look at what Vision One’s iVision our specialist eye-tracking solution can tell us about advertising.
iVision incorporates the lasted in eye tracking research technology – allowing advertisers and brand owners precisely measure and record where where people look when interacting with TV advertising and any other visual form of communication. Understanding how people react and interact with your advertising is essential for any advertiser looking to optimise the effectiveness of their advertising.
The iVision heat map shows where the focus of attention is at any moment in time. The advertising appears to be very well visually optimised, with viewers’ attention largely focused on the characters (including animals) throughout. The only time where real visual conflict occurs is when the animals are bouncing on the trampoline and it is clear that most viewers struggle to follow or focus on any one animal at this time. Inside a TV in the background does appear to detract slightly but apart from that the filming and storytelling is excellent.